An image display device capable of supporting brightness enhancement and power control and a method thereof, in which the brightness and contrast are enhanced and the power of a light source is controlled in accordance with the image characteristic. In the image display method, a parameter representative of an input image is calculated from a histogram of the input image, a model corresponding to the input image is selected from a plurality of representative models by analyzing the parameter, and then a brightness controlling function matched with the selected model is selected. The size of each component of a pixel constituting the input image is controlled using the brightness controlling function, and the output image of the pixel whose component size has been controlled is displayed.