To effectively use power words in international and multicultural marketing campaigns, marketers must consider the diverse backgrounds and perspectives of their target audience. This includes understanding the linguistic nuances and cultural differences that may affect the emotional impact of power words. Simply localizing power words from one language to another may not suffice, as the meaning and connotation of certain words may not carry over effectively across cultures. Instead, marketers should consider transcreation, which involves adapting the entire campaign to fit the cultural context and effectively convey the intended emotional impact. This can result in significant differences between the original English campaign and the localized version abroad, but it ensures that the message is culturally relevant and resonates with the target audience.