This article examines the place of hyper-consumption in modern society as the dominant representation of development. It understands hyper-consumption as a sort of “ideal type” or development icon; in turn, it analyzes the role of “malls” as central nodes of this hyperconsumerist era and the role of advertising imagery in the process of re-enchantment of everyday life. Finally, it offers some reflections on the great transformations occurred due to the development of hyper-consumption and calls for the creation of a new value system