A display apparatus includes a liquid crystal panel, and a plurality of light sources irradiating the liquid crystal panel with light. The display apparatus inserts black signals during a predetermined period within respective frame periods in a plurality of image frames. The display apparatus respectively displays signals corresponding to the respective regions in each image frame into which the black signals are inserted, in respective regions of the liquid crystal panel irradiated with light by each of the light sources, in an order along an arrangement direction of the respective regions. The display apparatus respectively irradiates the respective regions with light by the light sources corresponding thereto, in a latter period within a period in which the corresponding signals are respectively displayed in the respective regions of the liquid crystal panel. In this case, the display apparatus reduces luminance of light from the light sources corresponding to the respective regions, in an order of respectively displaying the signals in the respective regions of the liquid crystal panel, corresponding thereto.