Portrayal of women in advertisements are still in the light of sexuality?

Just in support of what Siuli suggested i think your sample population for the study did not consider the age, sex, socio economic background  and even possible the set of questions you asked were expected to yeild such a result. So my friend i think try out doing the research again with emphasis on the sample being surveyed with right set of questions.

luv /lust is embedded in the eyes of the perceiver...

An ad in my view has to help the viewer learn or recall a concept or product knowledge including a product update.  There are many approaches to this.   We could say an ad is a failure, if it does not meet this requirement.  

A young woman evokes many emotions.   To a male, she attracts him.  To a female, she helps her fantasize that should would be like the model, if she uses the product.  To a young female, the child wants to grow up like her.  An older woman rues her lost beauty and at least tries to halt further ageing.  

Let us look at a scenario where the product is not a beauty product.  Even here, the product's qualities are considered suspect, if ugly persons use it.  So you need to employ attractive models - men or women.  

Looking at the economic status, the product first tries to reach out to every one, unless it is branded for a particular segment.  A low-end product can evoke a fellowship sentiment if portrayed by an aam aadmi!  In this case, even if the ad portrays a middle class economic status, it is accepted by the aam aadmi.  A product can not however be portrayed with a lower/lower middle class economic status, if the product has to reach middle and upper class users.  The product will be down right rejected.  So in this case, the bias is on middle and higher middle/elite class of economic status.  

What I am stating is that there is a bias in the mind and preference of the user towards attractive models and middle/upper class portrayal.  It would therefore look artificial, if the mindset of such a class is not portrayed in the ad.

Dress sense is a little more liberal in the middle, higher middle and elite class.  What is taboo to a conservative mind as also for those up to lower middle class is generally not so in the higher economic order.  Ad makers have to consider the concept they are trying to portray while helping the user either to find a product attractive or to learn about it or even to fantasize on the model portrayed as a user of the product.  Therefore, they tend to offer liberal dress sense in making the ad film.

Except this, I do not think that the ad maker tries to make an ad obscene.    

What is the objective, mode, sample size and approach in a research decides what the outcome would be.

Yes, there is a thorough exploitation and in many an advertisement it can be termed as sheer obscenity aimlessly portrayed. That they still can get models is not by choice but by compulsions to make lot of money and quick.

I still somehow feel Balaji, that you are trying to Put your Own Perspective in your Research. Whereas you need to understand & show the actual picture.

Balaji, you still are some distance fom understanding sexuality in a woman. She does not need to dress less, act & speak differently to express her sexuality. It depends purely on the way a man looks at. As regards your research on Indian Commercials, please do not forget that they are models / actors just doing what they are told to and that's their job. How you look at their work and think abut is purely your problem, not theirs.

Balaji, somehow I feel like agreeing to you completely. But, I feel your Research has one one sided in one-way. Since, you cannot portray women's sexuality in products like Detergents(Used by Women), Medicines(Crocin, I-Pill etc), Stationery, Home Appliances(Washing Machines etc)

There are certain products which are like FMCG's (Deo's etc), Fashion, Lifestyle which are a Part of the Glamourised world. So they need a Glamorous Boost.