A display device includes: a display that displays an image based on image data; a backlight device that irradiates the display with light; an image determiner that determines, based on the image data, whether the image includes a target image having a contrast higher than a reference contrast; and a luminance value setter that sets each luminance value of the image based on the image data, wherein when the image determiner determines that the image includes the target image, the luminance value setter changes the luminance value set for at least one of two or more areas in the target image to reduce a difference between the luminance values of the two or more areas in the target image set based on the image data.