Is it correct to say?

[rramu]

Can we use "love" ,a non continuous verb as a normal verb in the following sentences?

1.I am loving this car ride
2.I am loving Summer here.

How can we know whether a non continuous verb is normal verb or not in a sentence?

 

[MikeNewYork]

In this area, the accepted usage has changed a lot since McDonald's released the "I'm loving it" ad.

Though not accepted by everybody, many consider this construction to be acceptable informally.

A case could be made that "I am loving" something is a bit different from "I love" something, by focusing more on the actual time it is happening.

 

[Roman55]

I am not a teacher.

The problem with letting publicists loose on English grammar is that you run the risk of losing the original nuances of meaning of what has been taken for use in a nonsense slogan, to wit the OP's question.

For example, the phrase 'He's loving it' would normally mean that he is self-satisfied/gloating/basking in glory/pleased at someone else's misfortune, or any number of other shades thereof. Now, for a whole generation it probably either only evokes McDonald's or is just synonymous with 'he loves it'.

 

[rramu]

How can we know whether a non continuous verb is used as a normal verb in the above sentence or not?

 

[MikeNewYork]

First, Emsr2d2 is a woman. Second, I am not going to answer any more of your questions as long as you carry that obnoxious signature. Good luck! Were I a moderator here, I would ban you from the forum.