A decrease in a color gamut in a low gradation region is reduced to improve image quality in a liquid crystal panel. Therefore, a color image signal for a liquid crystal display panel in which a display image is generated by light passing through a rear liquid crystal cell and a front liquid crystal cell is converted into a black-and-white image signal by using a predetermined coefficient. Then, the black-and-white image signal thus obtained is subjected to gradation value conversion so as to become a signal for performing gradation expression in a gradation region set as a gradation range in which a color gamut greatly changes in a case where the front liquid crystal cell is driven by the color image signal, and thus a rear image signal serving as the black-and-white image signal for the rear liquid crystal cell is generated. Further, the color image signal is subjected to arithmetic processing by using the rear image signal, and thus a front image signal serving as the color image signal for the front liquid crystal cell is generated.