An IPS-mode transflective LCD device includes an array of pixels each including a reflective region and a transmissive region. The reflective region operates in a normally-white mode, and the transmissive region operates in a normally-black mode. A first potential is applied to a liquid crystal layer in the reflective region, and a second potential is applied to the liquid crystal layer in the transmissive region. The first and second potential have therebetween an opposite magnitude relationship in each of the pixels.