A flash device of the present invention includes a flash main body, a light emitting section rotatably coupled to the flash main body, and a variable mechanism that can vary the angle in the vertical direction of the light emitting section between a normal irradiation direction angle and a desired irradiation direction angle different from the normal irradiation direction angle. The flash device further includes a drive section for driving the variable mechanism, a vertical direction angle detecting section for detecting the angle in the vertical direction of the light emitting section, and a control device for changing, with the drive section, the angle in the vertical direction of the light emitting section to the desired irradiation direction angle based on a detection signal of the vertical direction angle detecting section. Thus, the angle can be instantly changed to the desired irradiation direction angle, the time taken for preparation for photographing can be reduced, and a subject can be bounce-photographed without missing the photo opportunity.