1. A character highlighting apparatus comprising: a highlighting degree controller configured to control a panel driver to increase a luminance of a pixel in a first character part, said first character part and a background part being in an image to be displayed on a display screen; an image quality converter configured to decrease a luminance of a pixel in the background part when said luminance of the pixel in the first character part is increased, said highlighting degree controller being configured to control said image quality converter to decrease said luminance of the pixel in the background part.