Displaying my file upload (pictures) from Typeform as picture instead of link

As the headline says, this is what I am stuck with. Let me break it down;

I have uploaded a word-document to Formstack Documents and linked all my merge fields with Typeform fields through Zapier.
The delivery is a PDF, which is sent through mail.
Images from Typeform are shown as links that you can click and download - but I would like them to show the actual picture in the PDF rather than a link.

What I've tried to put in the Word document: <img src="{$TheLookpic1name}"alt="whatever"width="240"height="240">

It still shows as a link, and the HTML-code is shown as well.

Does anyone have a work around?

Thank you in advance!