__attribute__((constructor)) equivalent in VC?

I was wondering if it's possible to use C constructors in VC just as it is possible to use them in GCC.
The gcc way is quite straight using the __attribute__ keyword, unfortunately VC doesn't seem to even know this keyword, as I'm not a Win32 programmer I wonder if there's some sort of equivalent keyword for such things.
Just to note - this is a C program, not a C++ or C# even, (as 'twas quite easy to do that in those languages)