A liquid crystal display apparatus includes a liquid crystal panel having a matrix of pixels, a control circuit, and a temperature sensor. The temperature sensor directly or indirectly detects a temperature of the liquid crystal panel. The control circuit reverses a polarity of a voltage applied to each pixel at a time interval variable with the detected temperature, while keeping a field frequency constant. The time interval is a positive integer multiple of the reciprocal of a field frequency, i.e., a positive integer multiple of a field period. When the temperature of the liquid crystal layer is low, the control circuit reverses the polarity of the voltage at a longer time interval. In contrast, when the temperature of the liquid crystal layer is high, the control circuit reverses the polarity of the voltage at a shorter time interval.