A transmissive-type display device having a display area which is sequentially scanned; and a lighting device arranged on a rear face of the display device, including lighting units arranged so as to be aligned in a direction from one toward the other end portion side along a direction in which the display area is sequentially scanned. The lighting units are in a light emitting state over a light emitting period after sequential scanning of display units including portions of the display area corresponding to the lighting units is completed, and the lighting units are sequentially scanned from one toward the other end portion side in accordance with the sequential scanning of the display area. A length of waiting time from the completion of sequential scanning of the display unit until the corresponding lighting unit emits light is nonlinearly decreased.