Image display apparatus and control method therefor

An image processing unit includes a filter unit which performs high frequency emphasis processing on a image signal of a first sub-frame among a plurality of sub-frames, and performs high frequency suppression processing on a image signal of a second sub-frame different from the first sub-frame; and a level adjustment unit which performs level adjustment processing on the image signal of the first sub-frame, and performs level adjustment processing different from the level adjustment processing on the image signal of the second sub-frame. Alight source control unit controls light quantity of a light source during a period of a sub-frame in which the image signal subjected to the level adjustment processing is outputted, in accordance with the level adjustment performed on the sub-frame.