A plurality of subfields of a field period includes a subfield for performing an every-cell initialization causing an initial discharge in every discharge cell in an initialization period, and includes a subfield for performing a selective initialization causing the initial discharge in a predetermined discharge cell in the initialization period. In a low-luminance subfield, the every-cell initialization is performed, and a low-luminance subfield is subsequently located (in the field period) to the subfield for the every-cell initialization. In a sustain period of the subfield for performing the every-cell initialization or a sustain period of the low-luminance subfield, a width of a first sustain pulse is set wider than a width of a second sustain pulse, and the width of the second sustain pulse is set wider than the width of a third sustain pulse and subsequent others.