ADvanced Super Dimension Switch (ADS) mode LCD device with negative dielectric anisotropy LC was known to exhibit bad image sticking and reliability performance. Recently we have developed ADS device with negative LC optimization and special polyimide material matching. We obtained high performance ADS LCD with negative LC, exhibiting high transmittance, high contrast ratio, real color shift free, excellent pressure-resistance property, stable flicker and good image sticking & reliability performance. This research brings to much advantage to ADS LCD device especially for high resolution ADS LCD device.