It appears as a word with origins in Britic slang:
Lurve = Noun/Verb. Love. Humourous and intentional mispronunciation to suggest more passion and lust.
Similarly, some suggest that it was originaled in the Woody Allen movie "Annie Hall":From the movie Annie Hall: A heightened term to suggest more-than-love.
See here -
Annie stutters about her love for him. And serious emotional words fail Alvy when he tries to tell Annie how much she means to him. [Both appear to have never vowed their true love for one another in their entire relationship.] He even circumvents the word 'love' and retreats into comedy to directly avoid saying that he loves her:
Love is, is too weak a word for what I feel - I lurve you, you know, I loave you, I luff you, two F's, yes I have to invent, of course I - I do, don't you think I do?
http://www.urbandictionary.com/define.php?term=lurve
http://www.peevish.co.uk/slang/l.htm
http://www.filmsite.org/anni3.html
