An optical writing display apparatus that performs: applying to a pair of electrodes a first voltage having a first polarity that applies a first partial voltage to a cholesteric liquid crystal layer, the first partial voltage being more than a threshold at which the state of the cholesteric liquid crystal layer changes from focal conic to homeotropic when the exposure is conducted, and exposing an photoconductive layer to light; stopping applying the first voltage for a predetermined time and exposing the photoconductive layer to light; applying a second voltage having a second polarity opposite to the first polarity that applies a second partial voltage to the cholesteric liquid crystal layer, the second partial voltage being not more than the above threshold when the exposure is not conducted, but more than the above threshold when the exposure is conducted; and selectively exposing the photoconductive layer to light and stopping applying the second voltage.