Every person who is convicted of a violation of this chapter shall be punished by a fine of not less than one hundred dollars or more than five hundred dollars. On a second conviction he shall be punished by a fine of not less than three hundred dollars or more than five hundred dollars. On the third or subsequent conviction he shall be punished by imprisonment for a term of not less than thirty days or more than one year, to which may be added, in the discretion of the court, a fine of not less than five hundred dollars or more than one thousand dollars. (Ord. 357 § 3, 1978)