Every person, partnership, association or corporation owning or conducting any shop, store or other establishment or service wherein the sale of merchandise at retail or wholesale is carried on or transacted or a service is performed as a business shall cause the true, full name, including the full first name or legally registered trade name or names of the proprietor or owner or proprietors or owners of such shop, store or other establishment or service to be publicly revealed and prominently and legibly displayed in the English language either upon a window of such shop, store or other establishment or place where a service is performed or upon a sign conspicuously placed upon the exterior of the building containing the same. The foregoing provisions shall not apply to a person, partnership, association or corporation operating under a lease, a department in a shop, store or other establishment or service as aforesaid where the lessor of such shop, store or other establishment or service is liable to customers for merchandise sold by and the operations of such leased department. Failure to comply with the provisions of this section shall constitute a misdemeanor.