An object of the present invention is to improve display quality in oblique view in a liquid crystal display device employing a multi-gap structure. After a gradation-transmittance characteristic when a liquid crystal panel is viewed from an oblique direction is acquired, a range of a gradation value in which a difference between a maximum value and a minimum value among three transmittances corresponding to each of the gradation values is minute is defined as a transmittance approximation range. A white balance parameter stored in a white balance adjustment LUT (130) is determined so that a maximum gradation value after correction by white balance adjustment for each color is set to the gradation value within the transmittance approximation range. By using the white balance parameter determined in this manner, the white balance adjustment is performed during operation of the liquid crystal display device.