This advertisement for Pitney Bowes depicts a man getting upset because a woman refused to learn how to handle this supposed easy-to-use postage meter. Although the ad could have simply showed how this new technology would make the entire shipping process quicker and easier, they had to show a woman refusing to try it out by having her resort to the excuse, “I have no mechanical aptitude. Machines mix me up.” Instead of showing how easy it could be, they had to shine the light on how they thought women were stubborn, dumb and useless at technology.