A display device includes: an average value calculating section which inputs video signals having linear property and calculates an average value of levels of the video signals in each pixel; an average value memory section which sequentially stores the average values calculated by the average value calculating section; a still image determining section which determines whether a still image is displayed on a present screen based on a difference between the average value stored in the average value memory section and a last average value; a coefficient calculating section which, when the determination is made that a still image is displayed on the present screen as a result of the determination in the still image determining section, calculates coefficients for lowering luminance of an image displayed on the display device; and a coefficient multiplying section which multiplies the video signals by the coefficients calculated by the coefficient calculating section.