Disclosed herein is a liquid crystal display device that includes a normally-black liquid crystal panel whose transmittance takes a minimum value when no voltage is applied and a cold cathode fluorescent lamp used as a light source of a backlight of the liquid crystal panel, the liquid crystal display device including a light irradiator configured to carry out light irradiation of the cold cathode fluorescent lamp in a period from device activation to first lighting of the cold cathode fluorescent lamp.