A intra-field time division tone display method for dividing the time width in a field of a TV signal into a plurality of subfields in the pixel storing time direction and displaying the TV image by controlling the presence or absence of light emission of the subfields and an apparatus therefor, wherein there are at least two subfields (most significant subfields) whose luminant time widths are longest and almost equal and when it is assumed that the tones are displayed in the ascending order starting from the lowest level of tone in light emission of the subfields, the tone of a TV image signal is displayed under a rule that two or more light emissions are not started from the aforementioned at least two most significant subfields at the same time, accordingly the dynamic false contour noise of a moving image followed by movement of the viewing point can be reduced remarkably and a moving image of high image quality and high quality can be obtained.