“Bounce is a great alternative to direct flash, especially for people pictures made under low ceilings or near white walls. As its name implies, you bounce the flash off a nearby surface rather than blasting it directly at your subjects. Bounce creates much softer light for highlights and shadows that better convey the shaping of a person’s face.
Also, when shooting groups two or three people deep, a ceiling bounce can provide much more even lighting front-to-back than direct. Further good news: bounce is an effective way to prevent redeye.”