The present invention relates to an image display device and an operation method therefor. An image display device according to an embodiment of the present invention comprises a housing, a roller disposed inside the housing, and a plurality of pixels. The image display device includes: a display panel that can be wound on or unwound from the roller; and a control unit for controlling the operation of the roller so that the display panel rolls up or rolls down. The control unit can check the temperature of the display panel, and apply a main signal to at least one of the plurality of pixels according to the temperature of the display panel when the temperature of the display panel is less than a reference temperature, and control the operation of the roller when the temperature of the display panel is the reference temperature or higher. Various other embodiments are also possible.