To reduce crosstalk in sequential frame periods.

An image signal is written in a pixel in a first sub-frame period. Then, just before a second sub-frame period, a light source is turned on in accordance with the image signal written in the first sub-frame period and subsequently, the image signal is written in the second sub-frame period. Then, just before a third sub-frame period, the light source is turned on in accordance with the image signal written in the second sub-frame period and subsequently, the image signal is written in the third sub-frame period. Then, just before the next first sub-frame period, the light source is turned on in accordance with the image signal written in the third sub-frame period and subsequently, the image signal is written in the first sub-frame period.