Lure -- it doesn't work. It's supposed to draw a creature into melee range with you, but chicken AI creatures still just sit back and lob spells at you.
It's not actually a lure, it's a shout, as in it aggroes them, it doesn't actually lure them. Thus it's usefulness is very little. They really should add a lure (without replacing shout) to make it work on casters.
Works decently if you want a diggle or other passive creature to block a pathway in conjuction with veganism lol.