A display apparatus includes a liquid crystal panel 9, a back light 8, a back light operating circuit 6, a liquid crystal drive circuit 7, a peak level detection circuit 1 for detecting a peak level for each predetermined period, an optical output gain calculation circuit 2 for outputting an optical output gain from the peak level, an optical output control circuit 4 for extending the product of the optical output gain and the normal lamp control signal and outputting an optical output level extension signal Lout, a white peak improvement circuit 5 for adjusting the lamp control signal so as to increase the white peak luminance according to the scene brightness change when the scene is bright and outputting the signal to the back light operating circuit 6 and calculating and outputting a video amplitude gain for adjusting the amplitude of the video signal for a dark scene, and a gain variable amplitude circuit 3 for multiplying the video amplitude gain by the video signal and outputting the product to the liquid crystal drive circuit 7.