A liquid crystal display device has a liquid crystal composition sandwiched between a pair of substrates, and a plurality of pixels disposed on one of the first substrates. Each of the pixels is supplied with a video signal via a switching element connected to a first electrode thereof, and is provided with a capacitance. One of two capacitance-forming electrodes forming the capacitance is connected to the first electrode of a corresponding one of the pixels, and another of the two capacitance-forming electrodes is supplied with a pixel-potential control signal. Polarity of the video signal reverses with respect to a first reference voltage with a repetition period, and the pixel-potential control signal alternates between two voltage levels of same polarity with respect to a second reference voltage such that a voltage swing on the first electrodes of the pixels becomes larger than that of the video signal.