Although Jif is obviously pronounced with a "soft G," people often mispronounce the word "GIF," which is short for Graphics Interchange Format. It's said with a "soft G like the peanut butter and not a "hard G." That's according to creator Steve Wilhite, who made the declaration in 2013 while accepting a Webby Award.Poor guy. Imagine being wrong about the pronunciation of your own creation.
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