PacAce wrote in post #4658222
And this would be my explanation (and isn't a guess, either

)
With direct lighting the distance from the light to the plastic cups is much shorter than to the background relative to each other.
When the light is bounced off the ceiling, the light to cup distance and the light to background distance are relatively the same and hence the equal lighting of both.
Agree. (Let us assume camera to subject =8', camera to b/g = 16'; and indirect flash aimed upward about 45 degrees from camera 4' above floor to items about 4' above floor.)
Direct: falloff of light due to Inverse Square = -2EV from 8' to 16' (f/8 to f/16 is -2EV)
Indirect: falloff of light due to Inverse Square = -1EV (light bounces and travels 11' to subject, light bounces and travels 16' to background items (f/11 to f/16 is -1EV)
...therefore bounce light results in less distance fall-off to the background items
lederK wrote:
The differences in the picture can then be attributed to different light qualities, direct flash gives a strong light fall off and is more sensitive to the orientation of surfaces. eg, the paper in direct flash is almost parallell to the light sources and is thus not well illuminated (underexposed) despite being closer to the light sources than the cups.
Agree here, too. The white paper is brighter in the bounced light photo simply because of the angle of incidence of the light striking the paper; the light is much more at an acute angle to the paper surface and little comes back to the lens, compared to the more perpendicular angle from the bounce allowing more light to be reflected back to the lens.