1. A character display apparatus, comprising: a display device having a plurality of pixels; and a control section for controlling the display device, wherein: each of the pixels includes a plurality of sub-pixels arranged along a predetermined direction; a corresponding one of a plurality of color elements is pre-assigned to each of the sub-pixels; an intensity of each of the color elements is represented stepwise through a plurality of color element levels; the control section executes tasks of: setting one of the color element levels for each of the sub-pixels; according to a relationship between the plurality of color element levels and a plurality of brightness levels, converting the color element level set for each of the sub-pixels to a corresponding brightness level among the plurality of brightness levels; and changing the relationship according to at least one of character color information which defines a color of a character to be displayed on the display device and background color information which defines a background color of the character.