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Is It “Gif” or “Jif”? J.M Smucker’s Jif Peanut Butter

Is the acronym “GIF”, which stands for “Graphics Interchange Format”, pronounced as “gif” or as “jif”? That has been the age-old debate for years. But perhaps the correct answer is, the latter pronunciation (soft g pronunciation) is for a peanut butter brand, and the former (hard g pronunciation) for “animated looping images.”

In an effort to sell their Jif Peanut Butter, J.M Smucker Company teams up with GIF host Giphy, who hosted a series of Jif-themed GIFs.

Meanwhile, Jif is selling a limited-edition 40-ounce jar of peanut butter on Amazon with a special double-sided label that clears up the whole debate. Or at least makes the hard G folks feel a little better.
That right there is five dollars of peanut butter in a 10-dollar jar. It’s too bad Amazon doesn’t support animated GIFs in its product listings. Fret not, Jif has a spinning jar over at the campaign’s website.

It will always be pronounced “G.I.F” to me.

Well, what are your thoughts?

(Image Credit: Giphy)

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Newest 5 Comments

This was back in 1987 and no one cared; otherwise the inventor would have been sued for copyright infringement and we wouldn't be having this conversation. Something else just struck me.
You've read this entire comment thread. Beethoven's been listening as well (he's not completely deaf yet). Scroll up to see his reaction.
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Sorry. The inventor can scream at the top of his lungs that it's pronounced with a soft g, but once it's in the public domain, the public will decide.
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