Advertising is noxious. It's persuasive speech that pretends to aim for our hearts and minds while really aiming for our pockets.

But advertising is also honest. Maybe it is the most honest form of speech. We understand what's going on when we are being pitched.

An NBA coach might be racist, but if she selects players on any basis other than their ability to play well, the team will be at a disadvantage. In the long run, a coach can't afford to promote anything but skill.

In my speech I can can indulge a preference for inclusive language, but in reality NBA coaches are men. If I am in business selling clothing to coaches, I must focus on men's suits and not women's styles, or I will lose business to others who know the market better.

Procter & Gamble wants to market to the people who make buying decisions for household goods. Traditionally, these people have more often been women, and the marketing reflects that history. The spanking ad is jarring, just like the one showing a doctor smoking Camels.

In the U.S. market, Mr. Clean appeals to a slim, white, lovely housewife. In another market, a full-figured, black, lovely mom uses Ariel Washing Powder (in a plastic tub!) to ensure her son's success.

Such promotions can reinforce stereotypes, but they can also subvert them. Frey for Men is "the detergent that works as hard as you do."

Today's man rejects one-dimensional labels such as macho and strives to be what we call the "Modern Mensch" – good hearted, well rounded and family oriented. Defying stereotypes of the past, he cleans, cooks meals and takes charge of the grocery shopping.

P&G is paying attention.