This invention relates to a liquid crystal display device that minimizes picture quality deterioration caused by signal distortion. The present invention selects an area within an image, which has a rapidly increasing or decreasing gamma voltage, identifies a border delineating two different intensity regions within the area, computes an average intensity within the area, and weights the gamma voltage for each pixel within the area based on the average intensity. A liquid crystal display device according to the present invention includes: a liquid crystal display panel; an analyzer analyzing a brightness characteristic of data in an area within an image; an average video signal voltage generator calculating an average brightness value in the area; a bordering value processing part calculating a bordering brightness value in the area; and a weighting part adjusting a pixel voltage according to the average brightness value and the bordering brightness value.