What makes an insult insulting?

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Usually people say things to us that they don't mean but say them as a joke and we sometimes either mind or don't mind it depending on what kind of insult it was or who said it. Sometimes when we are in a bad mood we tend to become more reactive to a certain insult. I guess it also depends on who says it, if its someone close it won't bother me that much but if it's someone else it probably will.