Provided is a liquid crystal display device which displays each halftone by changing the luminance of pixels during a cycle (F1-F8) composed of a first term (F1-F2), a second term (F3-F4), a third term (F5-F6), and a fourth term (F7-F8). The liquid crystal display device includes: a type 1 pixel, which luminance level rises during the first term, rises or stays on hold during the second term, decays during the third term, and decays or stays on hold during the fourth term; a type 2 pixel, which luminance level decays during the first term, decays or stays on hold during the second term, rises during the third term, and rises or stays on hold during the fourth term; a type 3 pixel, which luminance level rises or stays on hold during the first term, decays during the second term, decays or stays on hold during the third term, and rises during the fourth term; a type 4 pixel, which luminance level decays or stays on hold during the first term, rises during the second term, rises or stays on hold during the third term, and decays during the fourth term to continuously display the same halftone.