Hitchcock's desire (4)

I believe the answer is:

itch

I'm a little stuck... Click here to teach me more about this clue!

'desire' is the definition.
(I know this)

'hitchcock's' is the wordplay.
'ITCH' is hidden within the letters.
But, I'm uncertain how the hidden word is indicated.

Can you help me to learn more?

(Other definitions for itch that I've seen before include "cause irritation" , "Tickling sensation of skin" , "Seven-yearly desire" , "Prickling" , "Niggling skin sensation" .)

I've seen this clue in The Sun.

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