To lure someone is to attract or tempt them to go somewhere or do something, often by offering something appealing. As a noun, a lure is the thing used to attract, like a fishing lure.
From Old French 'loirre,' a device used to recall trained hawks, likely from a Germanic root meaning 'to call' or 'to entice.' The meaning expanded from calling animals back to tempting people with offers.
A 'lure' usually hides its true purpose: a fish thinks it sees food, not a hook. Many human lures—advertising, clickbait, scams—work the same way, offering something shiny while concealing the real cost.
Language of “lure” and “allure” has often been applied to women as temptresses, framing them as responsible for others’ desires or moral failings. This contributed to victim-blaming in cases of harassment and assault.
Avoid describing women or marginalized people as inherently “luring” or “tempting” others; focus on agency and responsibility of those acting, not those merely present. Use “lure” neutrally for marketing, design, or fishing contexts.
["attract","entice","draw in","appeal to"]
When discussing narratives of ‘dangerous’ or ‘alluring’ women, note how such language has been used to police women’s appearance and freedom rather than to hold perpetrators accountable.
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