Provided is a liquid crystal display device that includes: pixels, a pixel control unit, and a common voltage generation unit. The pixel includes: a display element; a first switching unit configured to sample each frame data; a first holding unit configured to form an SRAM, and to hold sub-frame data sampled; a second switching unit configured to output the sub-frame data; and a second holding unit configured to form a DRAM, and configured of which stored content is rewritten by the sub-frame data. The pixel control unit is configured to repeat writing the sub-frame data into the first holding units, and to operate to rewrite the stored content in the second holding units. The common voltage generation unit is configured to change a voltage value of a common voltage from a first voltage value to a second voltage value determined based on at least the one frame period.