parsing xml to return a img from a url

im looking to get a img from a xml url. i can parse the other data such as text but not sure why it is only returning the text url and not the image itself. Thanks for any help

    <div class="myDiv" id="div1">
             <div class="row pull-right" id="div1">
                 <div class="row">
<script> 
$(document).ready(function () {
    $.ajax({
        type: "GET",
        url: "/xml_Anteater/xml/gt.xml",
        dataType: "xml",
        success: xmlParser
    });
});

function xmlParser(xml) {
    $('#load').fadeOut();
    $(xml).find("ROWSET ROW").each(function () {
        $("#div1").append('<div class="col-md-3">'  + $(this).find("product_name").text() + '<br />' +  $ (this).find("merchant_image_url").text() + '<br /> £' + $(this).find("search_price").text() + '<br />' + '</div></div>');

    });

}
</script>
                    <div id="div1"></div>
                 </div>
             </div>
      </div>