COLUMBIA, S.C. - South Carolina's lieutenant governor says the state could address an expected half-billion-dollar budget shortfall by selling naming rights to public buildings, roads and bridges.

But the idea of corporate sponsorships leaves some legislators shaking their heads and one watchdog group calling it a "slap in the face of the taxpayers."

The idea is not new.

Illinois Gov. Rod Blagojevich said earlier this year his state was considering using corporate sponsorship of state programs, events, facilities and initiatives to raise money.

A similar strategy has been used in New York and discussed in Indiana. But the Illinois governor said he wouldn't rename government buildings after sponsors.

Lt. Gov. Andre Bauer said the state could use the money for maintenance or to pay back debt. The state needs to raise taxes, cut spending or find roughly $500 million to provide services at the same level next year.

"We ought to try to be innovative," Bauer said. "Colleges and universities have been doing it for years."

The University of South Carolina sold the naming rights for its new arena to Colonial Life & Accident Insurance Co. last month. Colonial Life agreed to pay the university $5.5 million in 12 years to name its arena the Colonial Center.

But Gary Ruskin, who heads an Oregon-based nonprofit Commercial Alert, called the idea "a slap in the face."

He said the idea opens all kinds of ethical and logistical questions, including whether legislators feel indebted to advertisers or if residents thought the government had endorsed a product.

"It's within the scope of (Bauer's) idea to name the Capitol after Preparation H," Ruskin said. "And why not hang a 100-foot Coke bottle in front of the Capitol building? It's ugly when your state is up for sale."

Some lawmakers said they would listen to any proposal Bauer brings, but were skeptical about selling ads on buildings or anything else.

"Oh God, are you serious?" state Rep. Gilda Cobb-Hunter, D-Orangeburg, said when told of Bauer's plan. "Rather than raise taxes, we're going totally corporate and selling buildings? I don't think much of that."

And the skepticism crossed party lines.

"I have great respect for our lieutenant governor," said House Speaker David Wilkins, R-Greenville. "At first blush ... I don't think we want to get into selling the names of buildings."

Bauer said that at least people should consider selling naming rights to bridges and roads. "I don't see any problem with having a BMW bridge. I'd love to see a Fuji bridge in Greenwood," he said.

Bauer got the sponsorship idea when the state announced it would name the new Cooper River Bridge in Charleston for state Sen. Arthur Ravenel, R-Charleston, said Bauer's chief of staff Randy Page.

Bauer's staff is researching whether other states also sell naming rights and how South Carolina could sign on corporate sponsors.

A spokesman for Gov. Mark Sanford said the governor wants to consider all kinds of ideas to save money but did not address this idea specifically.

The Legislature would decide whether Bauer's concept becomes reality. To get the proposal before the General Assembly, Bauer would need to find a legislator willing to sponsor a bill on his behalf.

Bauer said he is trying to think of ways the state can make extra money. He said everyone should search for ways to cut costs. "There are a ton of opportunities to save taxpayers money and provide goods and services more efficiently," he said.

Information from: The State