Typical argument when discussing women objectification in media, in this case, pre-reboot Lara Croft: "But Indiana Jones was objectified!"
Show me where and how, in any of the films, Indiana Jones is objectified in the same level as Lara in the two Tomb Raider films. I'll wait.
Any development of Lara's character was centered around these basic aspects: she's sexy, she's sassy, she wields guns, and hunts treasure. Any other backstory or history was essentially window dressing. Indiana Jones was a fleshed character from start to finish, and his character was centrally defined by his sex appeal tailored to a certain demographic. Pre-reboot Lara did not have that luxury.
Let's go to Straw-man Exhibit B: James Bond. He's got be objectified, as well, right? Daniel Craig always had his shirt off!
How you choose to argue how much James Bond is objectified will likely hinge on which version of the character you go with -- my frame of reference with Bond is mainly limited to Craig's, Connery's, Dalton's, Brosnan's, and Moore's Bonds; for what it's worth. It CAN be argued that James Bond is a "sex symbol". But, I would argue it's mostly in the context of vicarious machismo wish fulfillment. Bond was suave. Bond was slick. Bond was clever. Bond was resourceful. Bond got cool gadgets. And Bond got the girls; a new year every year. Guys could dig that. Bond was a sex symbol created for men in mind, by men; a power fantasy, if you will. Girls might see the appeal, even be attracted to any of the actors that portrayed Bond, but lets not stray from the fact of who Bond's target audience is, first and foremost -- male.
At the end of the day, Bond is a super-spy that uses his skills to serve Queen and England. His role in that play is hardly limited or restricted by the fact of his gender. He's not a prop.
BOND GIRLS, on the other hand? Sexy, yet disposable. White noise. And it's a sham, at this point in modern day. Going back to Lara Croft... How can we say she's objectified and not so about Indiana Jones or James Bond? Target audience is a big reason. Lara was designed as a sexy treasure hunter with guns. Those items alone were served to draw a male crowd to a video game, then the movies. The idea is to play as a hot chick kicking ass. That offers little room to explore what made Lara, Lara -- her character. Her dreams, her fears, her reservations, her individuality; all are pushed in the background to suit the main focus of her conceptualization.