In an image rewriting process of rewriting an image displayed on a display section by applying any one of a first electric potential, a second electric potential and voltage based on a driving pulse signal to each of a plurality of pixel electrodes and by moving electrophoretic particles by an electric field generated between the pixel electrodes and a common electrode, a first pulse application process which uses the driving pulse signal with the pulse width of the first electric potential being a first width, a second pulse application process which uses the driving pulse signal with the pulse width of the first electric potential being a second width longer than the first width, and a third pulse application process which uses the driving pulse signal with the pulse width of the first electric potential being a third width shorter than the second width, are sequentially performed.