A driving method for a liquid crystal display apparatus, a liquid crystal layer sandwiched between a pixel electrode and a counter electrode, and that controls a transmitted light in the liquid crystal layer by dividing a single frame period into multiple subfield periods and applying an on/off binary data signal between the pixel electrode and the counter electrode in each subfield period. When a counter electrode potential applied to the counter electrode is used as a reference and a voltage higher than the reference is taken as a positive-polarity voltage and a voltage lower than the reference is taken as a negative-polarity voltage, the data signal is converted to the positive-polarity voltage and negative-polarity voltage alternately and cyclically every a cyclical period having subfield period or every several subfield periods. Further, the length of half the cyclical period is no less than 1.6 ms.