The continuous form shows that you regard your feeling as something developing and changing still. If someone asked you about your new desk, you could say 'I'm liking it more and more'. At first you didn't like it, but now you appreciate it more and more. For example, imagine you recently were given a new desk at work. One possible meaning of a continuous form is to speak about something new, changing or developing. In general, it's true that it's not correct to use stative verbs in continuous forms, but in fact that are some exceptions. There's a forum on in the StackExchange and the Grammar Girl has also analysed it, for example. You might enjoy reading other people's thoughts on this matter. I'm not an expert on marketing, but to your point about our enjoyment fading away, it seems to me that adverts like this one (which is not to say all adverts) tend to focus on the new and not consider issues beyond that. The continuous aspect can communicate something changing or developing, and in my opinion that's still at the root of this usage of this grammar in such circumstances. While the McDonald's adverts may no longer have this effect so much - they've been around for years now - in other situations I believe it still can, at least to some degree. I think you're certainly right in thinking that, at least in many cases, as non-standard usage, it has a jarring effect. There are so many different situations in which 'I'm loving it' is used now that I doubt a single explanation can cover them all. Other verbs like this include: agree, appear, doubt, feel, guess, hear, imagine, look, measure, remember, smell, weigh, wish.ĭo this exercise to test your grammar again. (action – tasting the soup is an activity) (action – he is temporarily behaving this way) taste He's so interesting! (state – his permanent quality) We're seeing Tadanari tomorrow afternoon. (action – having a break is an activity) seeĭo you see any problems with that? (state – opinion) It is an action in progress, so we use present continuous. ![]() In the second example the speaker is actively processing thoughts about something. ![]() It is a mental state, so we use present simple. possession and measurement: belong, have, measure, own, possess, weigh.Ī number of verbs can refer to states or actions, depending on the context.senses and perceptions: appear, be, feel, hear, look, see, seem, smell, taste.feelings and emotions: dislike, hate, like, love, prefer, want, wish.thoughts and opinions: agree, believe, doubt, guess, imagine, know, mean, recognise, remember, suspect, think, understand.They aren't usually used in the present continuous form. Stative verbs describe a state rather than an action. Look at these examples to see how stative verbs are used.
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