An object of the present invention is to provide a liquid applying apparatus that enables the viscosity of a liquid to be applied and the condition of supply of the liquid to be detected using conventional mechanisms and without the need for a viscometer or the like, thus allowing prevention of improper application of the liquid to a medium and mitigation of wear of an applying roller or the like, the apparatus having an inexpensive configuration. Thus, according to the present invention, a driving load on an applying roller driving motor is detected when an applying roller is driven. If the driving load is equal to or more than a preset threshold, an operation of re-supplying the liquid is performed by a pump, or an operation of the roller driving motor is stopped.