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lure

noun
 
 
/ljʊər/ US  /lʊr/

Definition

C2 [C usually singular] the quality or power that something or someone has that makes them attractive: the lure of fame/power/moneyAttracting and temptingAttractiveSexual attraction [C] an artificial insect or other small animal that is put on the end of a fishing line to attract fishFishingCommercial fishing
(Definition of lure noun from the Cambridge Advanced Learner's Dictionary & Thesaurus © Cambridge University Press)
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