There doesn't appear to be anything in the printer's command set to turn the character set this way. (Keep in mind, even if there is/was, it chronologically doesn't "make sense," and whatever's issuing text to the printer would have to reverse the order of output strings as well.)
The photo might depict:
- A custom reversed character set, along with the aforementioned string reversal.
- Bitmap printing, with the reversed text being generated as an image on a host PC.
- A length of normally-printed text and images being stuffed back into the printer reversed for the sake of a clear product photo (since normal 'out the top' printing will tend to coil up behind the printer).