
I would say he is attention seeking whenever your busy not concentrating on him.
When mine have done this and telling them to be quiet and rewarding with good dog hasn't worked then I have excluded them from my presence so they get exactly the opposite of what they were after.
they soon learn then that attention is in your terms.
To underline this get into the habit of calling him to you for a pat or what have you when he is not looking for your attention, so eh realises attention is on your terms.
Google NILIF for some ideas on this theme.