Billboards are meant to inspire desire.
Some feature cars draped over condos, ads vouching for vodka or 10-story-tall technology clinging to the sides of buildings.
Miami's skyline is beginning to look like a glossy magazine filled with ads, and Thursday, city commissioners proposed to allow advertising on city-owned buildings.
Larger city buildings, such as the James L. Knight Center, would even be able to put up LED electronic billboards like the one outside the American Airlines Arena.
"These signs are vulgar, gross, ugly, and I think it is a shame to do this," said Judy Sandoval, who is against the billboards.
Critics said the proliferation of billboards on the sides of buildings amounts to high-tech outdoor pollution. Proponents said it is a quick and easy way for cities and organizations to make much-needed money.
Both the Miami Children's Museum and the Gusman Center would be first in line for the electrified edifices because revenue raised would go toward their operating costs and building improvements.
"The Gusman needs the money," said Miami Mayor Tomas Regalado. "The bricks are falling from the building. The Children's Museum is another example. That's another crown jewel of Miami that is having economic issues."
"It could probably bring in a half a million dollars a year," said Olympia Crenter Chairman Herman Echevarria.
Echevarria has managed to keep the crumbling Gusman Center open with private donations, but without the city's help, it is looking for billboard sponsors.
"This is one way that we have found to resolve the problem to maintain this historical, wonderful place and keep it open," Echevarria said.
"I am not sure that is the most respectful thing to do with a landmark like this," said John Couriel, who doesn't like the idea.
"I like the idea, and actually, if you have seen these billboards in New York and other large cities, they are predominant and they make the city pop," said resident Mike Rose.
Critics also said the billboards will lower property values, but some dispute that claim.
"It's not like the noise or light pollution is really going to hurt people," said Brad Ball, who likes the idea. "This is an area that closes down at a certain time of night. It is not like it is residential."