Love vs Loving it

Andre, I believe you were the one to mention the McDonalds ad about loving it. Here is a discussion and one lady answers it very well.
?The more one listens to the radio or watch programs and videos these days, the more one hears people saying things like "I'm loving it" or "I'm feeling you".

It seems more acceptable to say "I'm tasting more salt than sugar," when testing food, but is "I'm loving it" correct, or an informal expression? The use of the present progressive, instead of the present simple for expression of emotions is becoming very popular. This needs to be addressed when teaching. How do you, as teachers, explain the use of this way of expressing oneself to your students? I'm curious."

"Patricia Grenseman • Grammatically, we're talking about 'stative' verbs (also called non-active verbs) versus active verbs. Some verbs, in traditional grammar are not active (ie. they can not appear in progressive/continuous sentences).

For example: know, own, want (*I am knowing your sister. *He is owning his car. *The children are wanting a snack.)

Like, love, and hate are in this group too, along with hear, see, understand, believe, forget, and remember and others.

Some sensing verbs can be stative or active, depending on the specific context like you brought up, Janice - taste, smell, or even see

- I taste cinnamon in these cookies!/*I am tasting cinnamon in these cookies! vs. She is tasting the soup to make sure it is good.
- Do you smell smoke?/*Are you smelling smoke? vs. He is smelling the perfume.
- I see the entrance./*I am seeing the entrance. vs. I am seeing Fred.

Also:
- I think (that) it's too expensive/*I am thinking it's too expensive. vs. I am thinking about writing a novel
- Tom has a dog/ *Tom is having a dog vs. Kate is having a baby. or We are having a good time.

When I taught this concept last, we discussed the McD's slogan, "I'm lovin' it!" for sure, because this usage is becoming much more common (and in a catchy jingle, it's sure to stick!). At that point, we discussed formal and informal use of language, and what I was expecting on school work versus what was expected and accepted socially. "