My youngest just turned a year old a few weeks ago, so I'm familiar with this age. I would first check with his doctor to see if there are any physical problems.
I would not mock his behavior. At ten months old, the only way babies can let you know something is wrong is by crying. So when he starts, check and make sure everything is okay. If he's safe, not hungry, doesn't need a diaper, not hurt, etc..., I would give him a hug and kiss, and then place him in his crib and leave the room, shut the door, and go somewhere where you can't hear him -- outside or another room. Your sanity is important! Call a friend, watch tv, and get away from his cries. Check on him, and when he stops, act totally happy and excited to see him and pick him up from his crib and give a big hug and kiss. By doing this, you're teaching him that you love him, but that this behavior isn't acceptable, and he is figuring out his own way to self-soothe.
I know it can drive you crazy. Good behavior can be taught, and babies can be trained from birth. Check out "On Becoming Babywise." Its a really quick read, and less than $10. Good luck.