Oh my god, hunny, he is Not JOKING. He is from the old school of no overly affection, especially if you're different in a major way. Regardless of your sexually orientation, he would react the same. You just happen to be more evolved. As in, you love the people that love you and want to show it. He loves the people he loves, and casual commonalities is how HE shows it.
I have three solutions; tell him exactly how you feel and ask him to stop. If he can't stop then you learn to suck it up and accept his flaws (and then ***** to your friends), or stop talking to him altogether. The third solution is to pick on him and see how he likes it. No matter how strong any old school guy is, they aren't as impervious to jokes as they pretend they are.