To provide a display device having a high power saving effect to emit light according to ambient brightness and electricity generated without exerting an excessive load on a storage battery and a high visibility.

This display device has a solar array panel 1, means for detecting the power generation level of the solar array panel, the storage battery 6 for storing the generated electric energy, a means 4 for detecting the day and night in accordance with the brightness of the ambient environment, a luminance changeover means 10 for changing over the light emission luminance of light emitting elements arranged in a display element and a flickering ratio changeover means 11 for changing over the ratio of the light emission on and light emission off of the light emitting elements arranged in the display element. The display device makes flickering light emission display at the standard luminance suitable in the daytime when the ambient brightness is in a daytime state and makes the flickering light emission display by shortening the light emission on-time in flickering at the standard light emission luminance when the electricity generated of the solar array panel is insufficient even if the ambient brightness is in the daytime state. The device makes the flickering light emission display at the luminance lower by one step than the daytime luminance for a while after the sundown. The device makes the flickering light emission display by making the luminance lower by one step again when being late at night.