My son is yelling profanities how should i handle it?

he is only 9 and always rubs his willy in public and yells things like *********! and S.H.I.T! its really embarressing, but he continues to yell when i scold him. he even calls me a S.L.U.T and a W.H.O.R.E. he knows i dont like it. all my friends and family tell me to slap him but im against physicall disipline