A control section divides a display screen into small regions, evaluates the relative brightness of each of the small regions in accordance with color data to be inputted as color data by which each pixel is displayed, and determines whether or not the display screen has a first small region that is brighter than the other small regions by a predetermined degree. Furthermore, the control section causes a first generating means to generate gradation data for use in the first small region, and causes a second generating means to generate gradation data for use in the other small regions. Even if the second generating section receives the same color data as the first generating section does, the second generating section limits the luminance of a W sub-pixel as compared to the first generating section. With this, the first small region can be displayed more strikingly brightly, so that a clearer, more realistic, and more appealing image can be displayed. This makes it possible to realize a display apparatus capable of displaying a clearer, more realistic, and more appealing image.