A spread illuminating apparatus is provided where: a light introducing prism mechanism is formed at a light entrance surface of a light guide plate wherein the prism mechanism includes a plurality of prism pieces extending in the thickness direction of the light guide plate and including first and second light incidence faces which have respective different inclination angles relative to the light entrance surface such that the first and second light incidence face are inclined relative to the light incidence surface at an angle ranging from 0 degree to 30 degrees and at an angle ranging from 45 degrees to 90 degrees; a light emitting pattern is formed at the bottom surface of the light guide plate such that prisms are continuously disposed in a step-like manner in the direction perpendicular to the light entrance surface; and a light diffusing pattern is formed at the top surface of the light guide plate such that arc prisms are disposed in the direction parallel to the light entrance surface.