An illumination apparatus used in non-light emission transparent display devices includes a base material, light emitting elements arranged two dimensionally on the surface of the base material, a drive section driving the light emitting elements, and a light emitting intensity control section controlling a light emitting intensity of the light emitting elements. An arrangement of the light emitting elements is such that a density at ends of the base material is high compared to that in a center part thereof, and the ends have a high density in regions where the base temperature is high and the center part has a high density in regions where the base material temperature is high.