A high luminance display apparatus is provided. When a spectral radiance of a backlight at a time point of factory shipment is less than a spectral radiance of external light, a CPU generates a correction matrix for performing color correction so that color produced by external light, i.e., color produced by reflection light of external light by a half mirror conforms to color produced by only irradiation light of the backlight, transmits the generated correction matrix to a video image signal processing section as parameter information, and causes execution of color correction based on the parameter information. The CPU generates a correction matrix based on a spectral radiance of external light detected by a second spectral radiance sensor, a spectral radiance of the backlight detected at the time point of factory shipment, and spectral transmittance of a color filter as well as a color-matching function.