History is full of great rivalries : Capulets vs Montagues, the T-Birds vs the Scorpions, and people who pronounce GIF or Graphics Interchange Format with a soft g sound "jiff" vs people who pronounce it with a hard g sound "giff". Given the nebulous nature of the argument both sides have staked claim to the truth. Soft g sound adherents cling to the creator of the GIF declaring it the correct pronunciation, while hard G sound boosters persist by pointing out that their pronunciation just sounds better and is far more popular. Now a third party has entered the fray to make their opinions heard. The J. Smucker Company, manufacturers of Jif peanut butter, have teamed up with popular GIF database Giphy to produce limited edition peanut butter jars. Instead of the classic label that read "Jif: Creamy peanut butter," these special jars read "Gif: Animated looping images. It appears that Jif peanut butter has taken a hard stand in this year's long debate and come out on the side of hard G partisans. In a press release Rebecca Scheidler, the VP of marketing for Jif, made clear that her company intended to stake their sole claim on the soft g pronunciation. The debate around pronunciation has much more to do with the peculiarities of the way language develops and changes than it does branding, and while Giphy is certainly a powerhouse in the GIF market, there is no official owner of GIFs as a medium.
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By Danny Hermosillo , Chron. Have you ever been eating a peanut butter sandwich, watched a looping animated image on social media, and wondered, "is it pronounced G-if of J-if'? It's an unanswered question that has left even some of the most brilliant minds perplexed. Apparently, seeing so many people inappropriately uttering their product's name has also left a bad taste in the mouth of the makers of Jif Peanut Butter. So the manufacturer has taken to social media to set the record straight:. Soft G vs Hard G.
