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There are two ways at least:
- Set the path (URL, UNC, local) to the image as an expression, and change the value in "Representation" from "Text" to "Image"
http://www.server.com/image.jpg \\SERVER\SharedImages\image.jpg C:\Users\QlikTech\Images\image.jpg
- In the text object properties, General tab, Background, change from Color to Image, and select the image file from the browser.
Hope that helps.