Lexis of 'simmering passion' has explicit sexual connotations that reinforce sexist, hegemonic ideologies that would have been popular and accepted at the time
The mid shot of Alfred Hitchock's emphasises his status as being hegemonically unattractive. However, his images is repeated a total of five times across the page, which reinforces his superiority and hegemonic power. The binary opposition formed between the unattractive Hitchcock and the attractive Kelly underlines a double standard that existed and frankly still exists that women are expected to be hegemonically attractive. This is an excellent example of Van Zoonen's assertion that women function as a spectacle for heterosexual men
The lexis of 'snow capped volcanoes' is an extremely sexist comment making reference to his opinion that deep down, British women are all sexually available to him. His highly offensive and discriminatory comments are given top billing in a magazine intended for working class women. In doing so, this reinforces patriarchal ideological perspectives, and cultivates a hierarchy where women are given impunity to act how they wish. It is no surprise that today Alfred Hitchcock is known as a historical sex offender, who terrorises his females actors