A display apparatus includes a liquid crystal display (LCD) panel and a backlight coupled to the LCD panel. The LCD apparatus is capable of being operated in a plurality of modes. The gradation values of the image data is adjusted in accordance with gradation ranges, each gradation range having an upper limit gradation value and a lower limit gradation value. The first converted image data is then scaled by applying a scaling factor, followed by adjustment of backlight brightness. The frame rate of the LCD apparatus is also adjusted to implement the operation mode.