A transflective image display apparatus includes a transmissive polarizing plate; a color filter disposed below the transmissive polarizing plate and including a white color filter and at least two of a red color filter, a green color filter, and a blue color filter; a liquid crystal display panel disposed below the color filter; an electrical polarization control unit disposed below the liquid crystal display panel; a reflective polarizing plate disposed below the electrical polarization control unit; a backlight unit disposed below the reflective polarizing plate and including a white light source and a light source configured to emit light corresponding to at least one of the red color filter, the green color filter, and the blue color filter; and a controller configured to control the liquid crystal display panel, the electrical polarization control unit, and the backlight unit periodically in at least two states according to a predetermined condition.