Any moving sign or device designed to attract attention, including fluttering or rotating devices such as but not limited to pennants, flags, propellers, discs, etc., are prohibited in all zones; provided, however, that moving signs associated with the opening of a new establishment may be permitted for a period not to exceed 15 days. No sign or advertising structures may be erected which direct attention to a business, commodity, service or entertainment conducted, sold or offered elsewhere than upon the premises upon which the sign is located.