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Thread: 'I'm loving it'

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    #1

    'I'm loving it'

    Why is the progressive form used in McDonald's slogan: I'm loving it.

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    #2

    Re: 'I'm loving it'

    Why? You'll have to ask the advertising team.

    This has been discussed a lot on this forum. I'm not sure if the "related threads" links will help, but by giving your thread a good title (thank you!) you have access to them.

    It's a myth that you can't use the progressive when situations are temporary or new.
    I'm not a teacher, but I write for a living. Please don't ask me about 2nd conditionals, but I'm a safe bet for what reads well in (American) English.

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    #3

    Re: 'I'm loving it'

    Because it's unusual, it sticks in the memory, and advertising is about that. It's a very effective phrase that has taken on a life of its own.

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