January 21st, 2012

Something I don't understand

I was wondering why did McDonald's slogan say: I'm lovin' it!"? I mean what is the difference between "I love it" and "I'm lovin' it"? I guess there is no big difference but something just have to be not the same. Even synonyms have not the exactly same meaning. My teacher was trying to explain it to me but I didn't get it. And I am pretty sure that she didn't too :D