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<br />"(4) Advertising which is strictly incidental <br />and subordinate to a lawful use of the <br />premises on which it is located, including <br />signs advertising services rendered or goods <br />sold on the premises, but no such sign shall <br />have any mechanical or moving parts. <br /> <br />"Nothing in subsection (b) shall be construed as per- <br /> <br />mitting signs indicating the trade name, merchandise or <br /> <br />services of any person or corporation who pays a considera- <br /> <br />tion for the privilege of placing, maintaining or using any <br /> <br />portion of such sign to the owner or occupant of the premises <br /> <br />on which it is located.1I <br /> <br />SECTION 3. This ordinance shall be effective 30 days after <br /> <br />its adoption. <br /> <br />* <br /> <br />* <br /> <br />* <br /> <br />-2- <br />