The invention provides a map display apparatus and a display method of character strings on a map, which can improve the visual recognition of character strings displayed along a target. The map display apparatus comprises a line section determining part (31) setting a line segment between a reference configuration position of first characters forming a character string and the reference configuration position of second characters; an angle calculation part (32) calculating the angle of the set line segment relative to the display reference line along the specified display direction of the second characters; and an offset calculating part (33) calculating the character offset direction and offset value relative to the target based on the calculated angle. The offset direction and offset value of each character can be calculated through the angle of the line segment correspondingly set according to the shape line of the target. Therefore, compared with the conditions in which offset directions and offset value
