I have posted on different aspects of the subject of this film before, but as other comments have made clear, there is much to say about the character of the second Mrs. deWinter and the related question of why she appeals to Maxim.
On another thread here I encountered a poster who basically found the character unattractive, I think more for her personality than appearance. We must acknowledge that a good part of one's appreciation or lack thereof of such a matter is subjective. For myself I must acknowledge that I find it difficult separating completely the related considerations of Joan Fontaine's performance, which I think is extraordinary, in fact one of my favorite performances by an actress in the history of film (up there with Kim Novak's in Vertigo and Bibi Andersson's in Persona). Another consideration is Joan's appearance, which again I find to be immensely appealing. In fact I admit to feeling Joan Fontaine was one of the most beautiful actresses in film history. So in short those no doubt color my opinions about the questions raised here which I have identified in the first paragraph.
But I think I can still separate those considerations out somewhat, and come up with somehting of an answer. (After all, I understand the character is not Joan Fontaine herself!)
On the question of why she appeals to Maxim, one starts with her certainly being appealing in appearance, but also any man will find a woman who is attractive to be worthy of consideration when they indicate they find the man appealing, even more so when they give an indication they are falling in love with the man. We all love to be loved, at least by someone we find generally suitable.
Given the foregoing, the next element is that in assessing her relative qualities, what is obvious about the situation is that Maxim viewed her as virtually the opposite of Rebecca. After his experience with Rebecca, one need not view him as on the rebound, seeking a very different woman, as that he was young and naive when he first met Rebecca, and now sees that Rebecca's "qualities" are not the sort he wants any part of. The reference Maxim makes to how everyone loved Rebecca, and how she had the qualities everyone (else) felt made for the perfect wife in fact proved to him that he would not defer to that sort of general view, but had his own, due to his experience, of what he wanted.
The wonderful scene where Mrs. Van Hopper has just discovered her companion's engagement to Maxim on the surface seems to show her aggressively antagonistic side, in her treatment of "I". But to be fair what she says reflects the view generally held by Maxim's contemporaries and peers, which includes a heavy dosage of class awareness and prejudices. (After all, the second Mrs. deWinter in fact was clueless about the running of a great house and estate.) But to Maxim, all that is far outweighed by the consideration that "I" is virtually the opposite of Rebecca, and that adds very much to her attractiveness to him.
But the more I think about it, the foregoing is not all. I think there is something about her youthfulness, beyond the mere fact of it, that also adds to her appeal to him. I think subconsciously he feels by marrying someone so young, someone who has not married before, it will be as if he also can through her put his own past marriage aside as it were. It can help bury his own past, and be as if his first marriage is no longer a presence in his life. This he soon finds himself to have been sadly mistaken about, and is the source of much unhappiness between them soon enough.
Of course there is also the specific concern he articulates later that something will come up from his past that will risk his second marriage as well, such as knowledge that he killed Rebecca, even if his second wife accepts that it was accidental. Here his second wife's youth and naivete, but also her exceptional loyalty to him (compounded as a practical matter by his saving her from having to continue with Mrs. Van Hopper) make her in his eyes more likely to remain loyal to him. As she does.
Part of what makes this film so great is that the reason why "I" remains with him and in fact helps him is that she has grown out of her youthful naivete. It is her understanding of his torment and inner demons that leads her to become stronger to save him and her marriage.
Returning to the issue of her personality standing on its own as it were, it again starts with simple and obvious considerations. She is initially attracted to him because she begins by noting that he is already in some debt to her, as she in effect led him to step back from the ledge. He then as a handsome man, and well off, shows interest in her, entertains her, takes her away from the awful Mrs. van Hopper - none of this is all that complicated, and certainly not the least bit implausible. I think it also obvious her shyness and low self esteem accentuate the effect here. She goes so far as to doubt her own appeal as to wonder whether the invitation to Manderlay is to be a secretary.
But we also see enough of her even early on to note her intelligence, thoughtfulness and let's be honest from Maxim's point of view POTENTIAL going forward to become more.
I think that covers it, but if anyone has questions or comments, please present them.
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