Page "Graphics Interchange Format" Paragraph 7

According to Steve Wilhite, the creator of the GIF format, the original pronunciation deliberately echoes the American peanut butter brand, Jif, and the employees of CompuServe would often say " Choosy developers choose GIF ", spoofing this brand's television commercials.

This pronunciation was also identified by CompuServe in their documentation of a graphics display program called CompuShow.