An image display apparatus is provided for performing image display by dividing one frame period into a plurality of sub-frame periods, determining a gradation level of each of the sub-frame periods in accordance with a gradation level of an input image signal and supplying the determined gradation level to an image display section. The image display apparatus comprises a display control section, wherein the display control section supplies a relatively largest gradation level in a relatively central sub-frame period which is at a time-wise center or closest to the time-wise center of one frame period, and supplies a sequentially lowered gradation level in a sub-frame period which is sequentially farther from the relatively central sub-frame period.