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A persona or gimmick is a wrestler's personality, behavior, attire and/or other distinguishing traits while performing. It can also be an implement used to cheat. For example, Jeff Jarrett's gimmick is knocking out opponents with his guitar, and the guitar itself is also a "gimmick" and part of his on-screen persona. In recent years, the emphasis has been on more realistic gimmicks which portray the wrestler as an actual person, albeit with exaggerated personality traits, as opposed to previous years during which gimmicks could be best described as cartoonish. A wrestler may be expected to portray many gimmicks during their career, most of which may be implausible or inconsistent. Sometimes a wrestler may undergo a complete change of on-screen personality from one week to the next.

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