Abstract: A fishing lure that uses light as an attractant but does not require any power-generating means or light-generating means. The lure has a body with a forward end and an oppositely-disposed tail end, with the body being configured so that when drawn through water from the forward end the body orients itself to have a dorsal side, an oppositely-disposed ventral side, and two oppositely-disposed lateral sides between the dorsal and ventral sides. The lure further includes an element for collecting light impinging the dorsal side of the body, an element for conducting the light away from the dorsal side to at least one of the ventral side and the lateral sides of the body, and an element for emitting the light from the ventral and/or lateral sides of the body.