A display apparatus includes a display, a voltage controller, a current driver, and a lighting control circuit. The control by the lighting control circuit is such that one frame is divided into N-pieces of subframes (the N is a natural number equal to or greater than two) which can be displayed at a predetermined frame rate f. In first frame cycle, one frame is divided into M-pieces of virtual subframes (the M is a natural number greater than the N), and N-pieces out of the M-pieces of the virtual subframes are selected as first displayed subframes and displayed on the display. Unselected (M−N) pieces of the virtual subframes are not displayed in the first frame cycle. In second frame cycle subsequent to the first frame cycle, the virtual subframes corresponding to undisplayed virtual subframes in the first frame cycle are selected as second displayed subframes.