My ds started doing this at a much younger age. Not really to the extent you describe, but for a one year old it seemed like a lot to me. I think it depends on your child and the situation, but my reaction when the "Don't hit, please be gentle, that's too rough" kind of thing doesn't work, is to say "You're hurting me and I don't want to play with you anymore." And I get up and walk away, or stop doing whatever activity we were doing. He does get upset, and I will let him come to me crying and I will hug him, and explain to him that I can't play with him if he is going to hurt me. Then I will usually give him another chance to play nicely.
If we are nursing, I give him a warning or two, and then will stop nursing if he continues.
Also, when it comes out of the blue (I'm being over picking something up and he whacks me on the back of the head), I let my natural reaction happen - sometimes it's to yell "ouch, that hurt", sometimes it's to grab his wrist and let him know that it is not okay to hit me, sometimes it's to get really angry and not try to hide it, and sometimes it has made me cry. I mean, I keep it within reasonable limits, but I think that it's appropriate for toddlers to see that the natural consequence of hurting someone is that they may become angry or upset.
Oh, and just so you know, I have never hit ds, no one has.
If we are nursing, I give him a warning or two, and then will stop nursing if he continues.
Also, when it comes out of the blue (I'm being over picking something up and he whacks me on the back of the head), I let my natural reaction happen - sometimes it's to yell "ouch, that hurt", sometimes it's to grab his wrist and let him know that it is not okay to hit me, sometimes it's to get really angry and not try to hide it, and sometimes it has made me cry. I mean, I keep it within reasonable limits, but I think that it's appropriate for toddlers to see that the natural consequence of hurting someone is that they may become angry or upset.
Oh, and just so you know, I have never hit ds, no one has.