In my early photography days I used to be a no-flash nazi . . . I hate the look of flash and was determined to always shoot available light.
. . . and then I discovered bounce.
And shoot-through, and off-camera, and all that good stuff (thanks Strobist!). I discovered the "flash" look I hate was the straight-on white light nuke look. You can use flash in a number of ways to produce (or better yet, add to) soft, flattering, natural-looking light that will greatly enhance your work.
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