Section 5440 does not apply to any advertising structure or sign if the advertising display is used exclusively for any of the following purposes:

1. (a) To advertise the sale or lease of the property upon which the advertising display is placed.
2. (b) To designate the name of the owner or occupant of the premises upon which the advertising display is placed, or to identify the premises.
3. (c) To advertise goods manufactured or produced, or services rendered, on the property upon which the advertising display is placed.