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The scientists didn't use units of measurement on the Pioneer plaque that societies on Earth are familiar with because of the following reasons.
The gold-plated Pioneer plaques were delivered aboard Pioneers 10 and 11. These spacecraft were created with the intention of leaving the solar system.
The goal of these plaques was to provide anybody who found them in space with information about life on Earth, the position of the Sun and the Solar system in the Galaxy, and so on.
The information was to be communicated in a language that any intelligent alien creature might understand. These units may be unfamiliar with human civilizations.
Matter has the attribute of mass. An object's mass is constant everywhere.
The action of gravity determines weight. Weight increases or decreases as gravity increases or decreases.
Hence, it would be much easier to communicate information about mass.
The path that Pioneers 10 and 11 traveled to depart the solar system is depicted schematically at the bottom of the plaque, beginning at the third planet from the Sun and speeding out of the solar system with a gravity assist from Jupiter.
A radial pattern carved on the plaque that reflects the location of our Sun relative to 14 nearby pulsars (i.e., spinning neutron stars) and a line headed to the center of our Galaxy are also presented to assist identify the spacecraft's origin.
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