Are You Feeling It?

By Rose Jacobs. I’ve never been a huge McDonald’s fan (my loyalties lie with Wendy’s), but lately the Golden Arches have become a particular bugbear. Many of you will recognize the chain’s slogan of almost a decade, “I’m lovin’ it,” and some will find its grammar grating. Traditionally, after all, English stative verbs—those that describe a state of being, what we think or how we feel—are not conjugated in the present continuous form. Before the lovin’ it campaign, a tasty Filet-O-Fish would have prompted most English speakers to testify, “I love it.” Read more...