To overcome shortcomings of appearance of linear disorder in alignment treatment caused by a seam reflecting a shape of the seam in a rubbing cloth in a liquid crystal display panel subjected to a rubbing treatment and of frequent occurrence of display unevenness caused by the seam resulting from variation in dimension of the rubbing cloth in winding the rubbing cloth onto a rubbing roll and from variation in shapes of the rubbing cloth influenced by environment in sticking the rubbing cloth and by operation.

By shaping the seam 3 of the rubbing cloth 2 like linearly aligned serration 6, the display unevenness 8 appearing on the liquid crystal display panel 7 due to the rubbing treatment is generated so as to be distributed into display unevenness 81, 82 respectively parallel to long and short sides of the liquid crystal display panel. Thereby the display unevenness is reduced.