Lure is literally "the mock of real baits," whose definition is "manipulating the fishing pole so that the lure on it can perform lively moves to cheat fish." For example, fishing lures
can be adequately controlled to move like "escaping," "jumping out of
the water," "searching for food," etc. And such action will allure
carnivorous fish to capture it. Given that the color and shape of the fishing lures are vivid, they could confuse the judgment of carnivorous fish to discern them from baits.
In addition to being repetitively used, fishing lures
excite fishermen when they are fighting with fish in the ocean (and
they don't have to afraid that they might waste their baits.)