A general moving image includes a plurality of objects in a frame image. At the time of playback, the temporal visual characteristic is taken into consideration uniformly in the overall frame image. It is therefore impossible to perform playback while particularly considering an object of interest. In this invention, when playing back a moving image including a plurality of time-divided frame images, the object adaptation time of each object image is acquired first in the frame image of interest of the plurality of frame images. An adaptation weight is calculated based on the acquired object adaptation time, and a low-pass image reflecting the adaptation weight is generated for each object image. Color adaptation conversion using the low-pass image makes it possible to perform, for the frame image of interest, color conversion based on the adaptation time of each object image and perform color conversion particularly considering an object of interest.