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Adding alt tag to image within ImageURL

Trying to add an alt tag to this image...

4:49 pm on Mar 24, 2010 (gmt 0)

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I'm looking at this .xml file that is within a .aspx website that I took over.

Here is some example code of what I'm looking at:
<Product ImageUrl="Ad_dress.jpg" Url="DefaultUrl"></Product>

What I want to do is add an alt tag to the image. How do I do this?
5:43 pm on Mar 24, 2010 (gmt 0)

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Even if you add the data there, you'll then also need to modify the site script to process that data.