Dr. A. F. Schiffman "The Painless Dentist"

In January 1893, Dr. Schiffman relocated to Los Angeles from St. Paul to escape Minnesota temperatures of 28 degrees below zero. He resumed a dental practice and was examined by the State Board of Dental Examiners in San Francisco in August 1894.

Dr. Shiffman started out with one- or two-line advertisements, much like today's classified ads. After a few months, he took out a slightly larger display ad with what would become his trademark artwork -- a hand, proudly holding an extracted tooth in a dental appliance.

The first of Dr. Schiffman's full-page ads appeared on October 27, 1895.
Text extolled the benefits of the Painless method: "Teeth Extracted Positively and Absolutely Without Pain! Nothing Inhaled - No Gas - No Ether - No Chloroform, and above all, no Cocaine is used, which is dangerous. From one to a full set of teeth extracted at one sitting without a particle of pain, danger, or bad effects, making the task one of pleasure more than dread."

"We have decided to do all extracting (Painless) at 50c a tooth, and the first one free of charge where several are extracted. We do this to demonstrate that we can do as we claim. Our extracting room has been especially fitted up and equipped for this painless work and enables us to see and wait on hundreds of patients a day, at a moment's notice, and no waiting."

The bottom third of the advertisement listed the names and testimonials of the happy patients of Dr. Schiffman. The ad, as well as larger advertisements that followed in subsequent issues of the Los Angeles Times, included the names, addresses, and in many cases, the number of teeth extracted by Dr. Schiffman.

We have prepared lists of the patients and testimonials named in some of the many ads that Dr. Schiffman ran during the latter months of 1895. We hope you'll find a familiar name among those who proclaim "It Didn't Hurt A Bit!"

Source: Los Angeles Times
October 27, 1895, page 21
December 8, 1895, page 27
December 29, 1895, page 25