A display apparatus according to the present invention, includes: a display unit configured to display an image based on display image data generated from input image data; a control unit configured to control emission brightness of a light source of the display unit; and a detecting unit configured to detect a user operation for specifying a position in the image, wherein the control unit controls the emission brightness of the light source of the display unit in accordance with a gradation value of the input image data corresponding to the position specified by the user operation, to emission brightness that is lower than set emission brightness or to emission brightness that is higher than the set emission brightness.