Any person, firm, or corporation violating any of the provisions of this chapter shall be guilty of an infraction and upon a first conviction thereof shall be punished by a fine not exceeding fifty dollars ($50.00), and for a second conviction within a period of one year, by a fine not exceeding one hundred fifty dollars ($150.00), and for a third and any subsequent convictions within a period of one year, by a fine not exceeding three hundred dollars ($300.00). (Prior code § 66501)