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The solution is very simple: just turn on the flash. Most digital cameras will automatically adjust the exposure between the flash and the existing light and create a very pleasing balance. This "fill flash" provides just enough flash to prevent dark shadows while still exposing for the ambient (daylight) correctly. And I have to tell you that automatic fill-flash is a genuine miracle of simplicity compared to the calculations and math that I had to perfom with the manual accessory flash units that I used when I was learning photography.
By comparison built-in flash is totally simple to use. I shot the portrait here using my Nikon D70s's built-in flash and didn't even look at the exposure settings! I trusted the camera to create a good balance between flash and daylight and it did. I also intentionally placed the light behind the two young woman so that they wouldn't be squinting into the light. I knew that because I was working within the distance limitations of the flash, the flash would provide enough light to correctly fill the shadows.
If you are using a DSLR with an accessory flash you'll have even more control over the balance between the flash and ambient exposures. Most flash units will let you set the exact flash-to-daylight ratio, increasing or decreasing flash power as needed. If the skin tones are coming out a tad too light at -1 stop flash exposure, for example, you could switch to -1.5 stops of flash exposure and just tone down the flash a bit. Your flash manual will explain the use of fill-flash in greater detail.
Next time you're taking portraits outdoors, turn the flash on and see if you don't like the exposures much more. Your subjects will be a lot happier without all of those dark shadows and because they'll no longer have to squint into the sunlight.
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