Why is McDonald's slogan I'm lovin' it. I thought love was a state verb. Pleas ehelp!
Wow what amazing detailed answer. thank you Sir
#1 there are certain verbs that are not 'pure' stative verbs or have, over time, developed into 'impure' stative verbs. 'Love' and 'enjoy' are good examples of this... e.g. I'm enjoying my new job / I'm loving my new job. The present continuous is used here to emphasize that it is something happening in the period. Also, it seems as though we have accepted that some (originally) pure stative verbs be used in the -ing form if you want to elicit that it is something happening in the period. For instance, as you mentioned, McDonalds' slogan is, "I'm loving it," because they want to emphasize that you are loving it RIGHT THEN AND NOW (i.e. in the period). The same goes for, "I've been wanting to" ... you can definitely say, "I've wanted to," but the language has evolved in that if you really want to emphasize that you have that 'want/desire' RIGHT THEN AND NOW (in the period), then the -ing has become acceptable and even encouraged with certain verbs. You need to be careful though, because if you are not trying to elicit that it is not RIGHT THEN AND NOW, then it will sound strange. For instance, "I've been hating tomatoes since I was 7," to an English ear, sounds as though you hate tomatoes so much that you have hated them every day and have done things every day to show how much you hate tomatoes ever since your seventh birthday. But maybe in 50 years this will be acceptable! Yes, language evolves, but what is appropriate/inappropriate in speech is dictated more by usage than grammatical rules. If you want to learn more about this phenomenon, you should look into "Pragmatics." Also, here is a video (see link below) explaining some of the differences between the present perfect, past simple and present perfect continuous. In it, Professor Monty discusses some interesting developments in which you can now use both the present perfect and present perfect continuous in certain cases (e.g. long-term habit verbs), but it really does depend on what you want to emphasize.