Visual advertising rhetoric and construction of Panamanian cultural identity in the photography of Sandra Eleta
Abstract
This article examines the interaction between visual advertising rhetoric and the construction of identity discourses in the photographic work of Sandra Eleta, focusing on the representation of Panamanian culture. It analyzes how the photographer employs visual advertising rhetorical mechanisms to articulate identity discourses widely disseminated through her artistic photography. The identified rhetorical mechanisms in Eleta's collections play an essential communicative role, capturing attention, fostering viewer engagement, and facilitating comprehension and message retention. This study confirms the effectiveness of visual advertising rhetoric as a valuable tool for conveying popular values, significantly contributing to the construction of cultural identities in the Panamanian context. Furthermore, it illustrates how Eleta's photographs capture identity markers of popular culture that transcend linguistic and cultural barriers, becoming powerful artifacts that influence social awareness and shed light on voices and realities often marginalized in the dominant cultural narrative in Panama.
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