There is provided a signal generation apparatus for generating an output video signal based on an input video signal provided corresponding to an image to be displayed, the output video signal being a signal for driving an image display section including a display area, the display area including a plurality of pixels arranged in a two-dimensional matrix. At a change of the input video signal from low-brightness display to high-brightness display for a portion of the display area including one or more of the pixels, during a period for the signal change, the output video signal being generated for each of the one or more of the pixels in the portion of the display area to obtain a higher brightness than usual for the portion of the display area.
