INTERNATIONAL JOURNAL OF CONTEMPORARY RESEARCH (IJCR)
FRICTION AND DENIAL: INDIA’S LONELY WOMEN AND MATRIMONY
E-ISSN: 9330-322X
P-ISSN: 8323-4458
DOI: https://iigdpublishers.com/article/1177
Traditional marriage has been seen as a transaction between families facilitated by the heads of households in India. It is never imagined as a union of companions who are supposed to enrich each other's lives emotionally. In the past decade, the choice of a partner has been reinforced constantly in popular culture, and it is no secret that a bad decision could ruin one's life, or at least make it very unpleasant. Matrimonial advertising in the present time is one way for those eager to marry like-minded partners. Critics of matrimonial advertising wonder why any respectable person will engage in such abnormal behavior in the first place. Ads are made acceptable by the promise that "desperate maidens, bashful bachelors, disconsolate widows, and consolable widowers need despair no longer; they can now make known their connubial qualities and requirements for a small fee. The language of matrimonial advertisements employs new and catchy hyperboles and high-power adjectives to attract the attention of the readers. It projects the picture of ideal partners and ideal families with a lack of insight. This paper seeks to find out the playfulness of language used by these matrimonial agencies to attract the attention of the maximum number of marriage aspirants.
Surinder Paul Malhotra PhD & Abhilasha Singh PhD
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