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The answer to your question involves the cold, practical use of marriage versus the war, emotional uses of love.
Allow people to marry is valuable to a society such as the one "Big Brother" wanted, especially from a 50's sort of standpoint. Married people will have children, and the party had final say in who got married.
Trying to eliminate love from the equation of marriage was a way to preserve party loyalty. If you have absolutely no love (or really, any attraction at all) to the person you're allowed to marry, there is no chance that you will care more about that person than the party, which would create a conflict. You will also be more willing to monitor that person and turn them in should they "think badly."
Aside from creating future party members through the creation of children, the children also can act as little spies. If the kids don't care about their parents, they make great agents to monitor their parent's actions.
In short, the Party allows people to marry to confine their sexual activity to one person, to create children that will strengthen the party, and to ensure that no-one who actually loves each-other will end up together.
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