In a transmissive-type liquid crystal display device including a liquid crystal panel and a backlight, the liquid crystal panel has pixels each divided into four subpixels red (R), green (G), blue (B), and white (W). The backlight is a white backlight by which luminance of emitted light is controllable. A color-saturation reducing section carries out a process of reducing color saturation on a first RGB input signal, which is an original input signal, so that the first RGB input signal becomes a second RGB input signal. Thereafter, an output signal generating section obtains a transmissivity and a backlight value on the basis of the second RGB input signal.