This series, titled Pre-Hispanic Advertisement, explores my ongoing interest in cultural identity and tradition, and how both are reshaped by globalization and imperialism. Around us, we see people wearing T-shirts or tattoos with foreign language text they cannot understand. The languages of world powers often become fashionable through movies, music, advertising, and trends, while many developing countries look outward for cultural inspiration rather than valuing the richness of their own heritage. At the same time, people from dominant nations frequently show little curiosity about other cultures, reducing entire regions to simplistic labels such as “the Mexicans” or “the Chinese.”
This body of work interrogates how globalization blurs, distorts, and redefines cultural identity, while intensifying the assimilation of minority cultures into dominant ones. At the same time, it celebrates the resilience of ethnic minorities who continue to resist these pressures and preserve their traditions against the tide of global uniformity.
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| Nike Fair, 2004 |
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| El Ego, 2004 |
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| Cotton USA, 2004 |
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| El Ego, 2010 |
