To provide a display device of indicated objects for a tire capable of confirming the indicated objects such as characters, graphics, etc., on the side walls of the tire even while a vehicle is running.

This device for displaying indicated objects such as characters or graphics, etc., described on side walls of an automobile's tire 7 is provided with a light emitting substance emitting light only while it is irradiated with ultraviolet rays, a light emitting part 2 radiating ultraviolet rays on the side walls of the tire 7 as intermittent light, a sensor 3 for detecting rotational frequency of the tire 7, and a control unit 4 for controlling a luminescence frequency of the intermittent light from the light-emitting part 2 to a value according to a rotational frequency of the tire 7 detected by the sensor 3, and keeps the luminescense frequency of the light-emitting part 2 so as to be a multiple of integer of the rotational frequency of the tire 7.