If you think about it this is the only thing China can do - it already has much fewer women compared to men, so it has to encourage women to get married to the utmost degree as they are the limiting factor. If they were to do the same campaign with men, they'd be screwed because even if all these men want to get married, there won't be enough women to go around.

That's why they have to do this. The wording may be... crude, but the intent, from a sociological point of view, is sound.