I was told that some verbs are "non-continuous", e.g. love and hate.
But there's a commercial from McDonald with the following sentence:

"I'm loving it."

Is it incorrect, or does it carry a different meaning?
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I am reminded of the film Naked Gun 2 1/2, in which Frank Drebben was required to utter the passphrase "I love it" in order to get the police to arrive. Unfortunately, he was in an unfortunate circumstance at the time, which let to his saying things like "Swimming in raw sewage - I love it". Supremely funny. (Now why did the connection with MacDonalds occur to me then?)

Simon, while some things in English are nominally continuous or not, the universe doesn't always comply with English rules. Any word can be used in any way, if you really try hard enough.

But perhaps more to the point, this is marketing. It's a fact that if you phrase something in a non-standard way, it becomes more memorable. And that's all they're doing - persuading you to remember their ads so you'll buy more of their ***. (I bleeped that myself).

This rule is no longer strictly adhered toEmotion: smile
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it isn't used like this in standard terms.
I am so cross with McMuck for this catchphrase, as it is so much "their" creation that I read it with their little tune in my head -
*** for me, and total marketing success for them!
Thanks for your explanation.

In Hong Kong, there is another commercial that uses the song
"What are you doing the rest of your life"

I feel that this title is also grammatically wrong. Do you have any
idea how it should be corrected? Is the following better?

"What will you be doing for the rest of your life?"

" What will you be doing for the rest of your life? " is a good sentence, I guessEmotion: smile
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I've been taught that a progressive form + an adverbial of time is a maker of futurity. Is this rule applicable here?

I agree that the sentence sounds wrong though.
"I've been taught that a progressive form + an adverbial of time is a maker of futurity".

As in, for instance "I am going to work tomorrow"? It's not the same thing. "Tomorrow" marks a MOMENT in time. Well, maybe not a single moment, but a named, specific period at least.

On the other hand, "the rest of your life" isn't a moment in time or even a specific period. It's a DURATION - a length of time - a different thing entirely. So:

"What are you doing the rest of your life?" - wrong
"What are you doing tomorrow?" - right

Another example to make it ever more obvious:

"What are you doing for five minutes?" - wrong
"What are you doing for the next five minutes?" - right

Advertizers take liberties with grammar not because they are ignorant, but because they want to insert their slogans into your brain. Don't let them. Even ignoring the bad grammar, I am aware that love is one of the strongest human emotions of all, that people will give their lives because of it. To equate that emotion with a hamburger is ridiculous. What you, I, or anybody else will do for the rest of our lives is a magnificent and exciting unknown. Don't let some advertizing company turn it into a guilt trip. All you will ever learn from adverts is how to manipulate people. You will certainly not learn grammar.

"I'm loving it." ??

Omg - then they have just taken the same statement for McDonald's here in Germany as they have this stupic melodic "Ich liebe es" in the commercials as well... That makes the spots even dumber... uhhh arrrgh
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