Quotes
"Britain, of course, is a male dominated society" - a clear admission of patriarchal hegemonic norms. Audiences are, of course, supposed to accept this dominant ideology
"I've come to these conclusions after years of selecting and grooming some of the most beautiful women in the world" - the symbolism of the word 'grooming' is problematic. While it may OK to groom a horse, this is a clear example of objectification. Additionally he sees his job as more finding, raising and rearing women that anything to do with film making...
"naturally I chose an English girl for a wife..." - Hitchcock referring to his older wife as a 'girl' is condescending and potentially predatory. It also infers and reinforces the idea that men have the power in selecting a wife... another example of patriarchal hegemony
"this variety of sex appeal provide the ideal complement to the other thrills" - clear example of sexualisation!
"they're like snow capped volcanoes" - here, Hitchcock is inferring that British women are sweet and innocent on the outside, yet are sexually promiscuous and daring on the inside. An example fetishism, an obsession with race and nationality
"Personally, I find this far more intriguing than the Latin brand of sex appeal that puts everything in the shop window" - here Hitchcock suggestions that Latin (presumably Mediterranean women?) are far more overtly sexually promiscuous than British women, which is an explicit example of stereotyping
"The time I've spent grooming actresses has never been wasted" - lexis of the word 'grooming' creates a connotations of a predatory, and at least dismissive relationship with women. It reinforces the significant position of power that Hitchcock is in. This is a clear example of objectification (a process of comparing a person to something that is not human, usually used to belittle)
"perhaps it's because I'm such a happily married man I can look at women objectively" - an admission of objectification?
- The anchorage provided by the caption reinforces the view that Kelly's success was purely down to being discovered by Alfred Hitchcock
- Grace Kelly is represented as being powerful, and even intimidating.
- A direct mode of address is presented, with Kelly literally 'looking down' on the audience, inferring her superiority and status
- Grace Kelly was at this stage a princess, a glamorous role that only really be achieved by marrying a certain man
- MES of makeup, the shininess of the lip-gloss and the pouting open lips are symbolic of sex, and a proairetic code, inferring that she is about to kiss someone
- Kelly is an aspirational figure of sexuality and glamour for the target audience
- This reinforces the notion that in order to be successful, women should be hegemonically beautiful and sexually available to appeal to rich and powerful men (like Alfred Hitchcock)