A liquid crystal display apparatus includes a liquid crystal panel including pixels each having sub-pixels numbered in n (n is an integer of two or greater), a viewing angle improvement circuit, and a processing object determination circuit. The processing object determination circuit determines a pixel as a non-object for viewing angle improvement processing if gradation values, in input video signals for the pixel, for the sub-pixels satisfy specified conditions prescribing gradation values for the sub-pixels causing no changes in color tones between views of a display surface of the panel from front and diagonal directions and determines a pixel as an object for the processing if the gradation values do not satisfy the conditions. The viewing angle improvement circuit performs the processing for the input gradation values for the pixels determined as the objects and does not perform the processing for the values for the pixels determined as the non-objects.