One selection period S and display cycles Td of a number corresponding to a maximum gradation level are allotted in one field, and the display cycle Td is composed of an unselection period U and a reset period R to perform the following control. A row electrode-driving circuit is used to output a selection pulse Ps during the selection period S, output an unselection signal Su during the unselection period U in the display cycle Td, and output a reset pulse Pr during the reset period R. A column electrode-driving circuit is used to output an ON signal during a light emission maintenance period, and output an OFF signal at least at an end timing of the light emission maintenance period, of the period other than the light emission maintenance period. Accordingly, it is possible to effectively reduce the electric power consumption, and it is possible to achieve the high brightness.