1. An image display apparatus performing adjustment and setting of a function by selecting a predetermined menu item from a menu displayed on a display screen, comprising: a video signal processing unit receiving a video signal input from an outside thereof and processing the video signal into a signal capable of being displayed on said display screen; a memory unit storing a setting content of a menu item displayed on said menu; and a control unit reading said setting content from said memory unit, and controlling said video signal processing unit to display said setting content as said menu on said display screen, wherein: said menu includes a non-hierarchical first menu and a hierarchical second menu; said first menu includes a defined menu item deter mined in advance and a selection menu item capable of being customized in said first menu; and said control unit reads said setting content from said memory unit so that said first menu is first displayed when said menu is displayed, and controls said video signal processing unit.