Dynamic Image from the XML attributes- Not working. Need correct syntax.

I have an XML file as below - a non rowset based XML. I have added the attributes to store the image location.

In the RTF template I have added a dummy image and in the Alt Text dialog box i have added the code to fetch the value from XML. But this is not working. If I give  the path directly, this is working. I know somewhere I am missplacing the syntax. Please let me knowthe syntax.

I used :

url:{image} ,url:{//image} ,url{..//image},url{.//image}

Please look at the XML tags below, because it is little bit different than the normal xml files. I tried using the image and IMAGE_LOCATION attributes. But didnt work.