"Billboard" and "signboard" mean a structure or portion thereof, situated on private premises, on which lettered, figured or pictorial matter is, or is intended to be, displayed for advertising purposes, other than the name and occupation, profession or calling of the user of such premises, or the nature of the business lawfully conducted on such premises, or the products primarily sold or manufactured legally thereon. This definition shall not include a real estate sign advertising for sale or rent the premises upon which it is located.
(Ord. 340. Passed 12-19-66.)