What if I call him "buddy"?

-StillWater-
My question is very short and simple.

If a guy ,who's very good friends with a certain girl, likes (or possibly is in love with her) her acts like he is not into her because he's shy, would it upset him if she started to call him 'buddy' or 'pal' or 'mate or 'friend' ?

Would it make him crack in the end, or would he just give up?
What if I call him "buddy"?
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