Americans normally pronounce jaguar like JAG-wahr. In the recent TV commercials for Jaguar cars I hear it pronounced JAG-yoo-ahr. Has that always been normal British English pronunciation, or is that an affectation for TV advertising?
What you have heard on the advertisement is the way British, Australian and New Zealand people pronounce jaguar. It's not an affection, that is how we say it, and that is how the Jaguar car company has always pronounced it.
It's a good question to ask - I have German friends who assure me that the 911 is made by "Porschh-ahh", and not "Pawwshh", so we SHOULD use the right pronounciation as we would hear it in the country of origin.
I know Americans say "Jagg-Wahh", but here in England we would look at you very funny if you did! The word is "Jag-U-Ahh", or in some areas "Jag-U-Err", but ALWAYS with the U sounded, just like as in the "Yew" tree. As a further complication, I would say we call it a Jag-U-Ahhhhh is that is ALL we are calling it, but we shorten the last syllable, if we are adding the model-details after wards, so we would have:
"I see Tony has a new Jag-U-Ahhhhh" (long last syllable) But also: "Dave has a lovely Jag-U-err XK-40, it's in fine order" (short last syllable)
Captain Picard from Next Generation Star-Trek, the actor Patrick Stewart was living in Los Angeles and was auditioning to voice a Jaguar TV advert. He was actually rejected, because he had got use to using the American Jag-Wahh pronunciation, and they WANTED him to use "Jag-U-Ahh" or "Jag-Yew-Ahh"!