An electrophoretic display device 20A includes a first substrate 1 having a first electrode 3, a second substrate 2 having a transparent electrode 4, and a electrophoretic dispersion liquid 10 filled in the space between the electrodes 3 and 4, wherein at least one of the electrodes 3 and 4 has an insulating film 11 thereon. A drive voltage generator 30 generates a drive voltage applied between the electrodes 3 and 4, and the waveform of the generated drive voltage changes with a time constant larger than the time constant of the insulating film 11 after the voltage is interrupted.
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