jerkish boyfriend problems

Ok ladies so here's my problem. When my bf and I first got together once in a while he would mess around with me and call me a hoe. I didn't have a problem with that because that's the kinda of relationship that we have we pick on each other a lot. But now he calls me a hoe pretty much everyday. It started bothering me so I sat him down and told him that I don't appreciate it when he does that and I asked him to please stop. He said I'm only joking but ok. He didn't stop and I've continuously told him how it makes me feel. It makes me feel like shit about myself and I feel like that what he really thinks about me. Idk how to handle it anymore. Please someone help me.