'Gif' is pronounced 'jif'.
[quote]The creator of the Gif graphics format has said that his invention should be pronounced so it starts with a "j" rather than with a hard "g".
Steve Wilhite told the New York Times that he was "annoyed" there was still a debate over how to say the acronym.
He added that the Oxford English Dictionary was wrong to say it could be pronounced both ways.[/quote]
Well, shit.
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It's an acronym, not a real word. I can pronounce it however the -blam!- I want, thank you very much.