A liquid crystal display apparatus including a liquid crystal display as a display unit, including the following elements: a backlight configured to illuminate the display unit from the back; and a controller configured to receive display-unit-brightness specifying information input from a user input unit and to adjust output of the backlight and contrast or Y gain of display data for the display unit in accordance with the brightness specifying information. The controller is configured to compare the brightness specifying information input by a user with a predetermined threshold, and, in the case where the brightness specifying information specifies brightness less than or equal to the threshold, adjust the contrast or the Y gain of the display data for the display unit.