A color field-sequential liquid crystal display device comprising: a liquid crystal panel; a planar light-source unit for emitting light toward the liquid crystal panel; and a signal processor connected to the liquid crystal panel and to the planar light-source unit; wherein the signal processing includes: a comparing unit that compares video signals included in subframes of at least one identical color in each frame of two mutually adjacent video frames; and a polarity reversing unit that reverses the polarities of video signals in mutually adjacent subframes within the same frame, deciding whether or not to reverse the polarities of all video signals of one frame based upon the result of the comparison by the comparing unit, and outputting a video signal having the decided polarity to the liquid crystal panel.