According to one embodiment, a display apparatus having a display, a signal-processing unit, a luminance-curve converter, a histogram-extracting unit, a characteristic-control-data output unit, an integrator, and a multiplier. The signal-processing unit processes a video signal. The converter converts the input/output characteristic of the luminance level of the video signal. The histogram-extracting unit generates histogram distribution data for a luminance level of a video signal. The characteristic-control-data output unit sets a characteristic to the luminance-curve converter so that the converter emphasizes a low-luminance region of the image represented by the input video signal. The integrator integrates data items pertaining to the region emphasized by the converter, thereby generating an integrated value. From the output of the integrator, the multiplier generates an output that lowers the light-adjusting voltage applied to the display device.