The present invention discloses an invention about a drive waveform for driving an image display unit. In particular, the present invention discloses the structure of using as a drive waveform a drive waveform signal which is level controlled by a plural of discontinuous levels including a minimum level which is a level corresponding to luminance brightness gradation data which is not 0, at least one non-minimum level which is a level corresponding to larger luminance brightness gradation data, and an intermediate level between the above-described minimum level and the above-described non-minimum level, and is given pulse width control with discontinuous pulse width, and which has a portion, which is controlled with the above-described minimum level, in its trailing edge, and a portion, which is controlled with the above-described intermediate level just before the former portion, when it has the portion controlled by the above-described non-minimum level.