use the Page.ResolveUrl() method to translate an application relative URL into an absolute URL.
File: MasterPages\ImageMaster.master
<%@ Master Language="C#" %>
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.1//EN"
"http://www.w3.org/TR/xhtml11/DTD/xhtml11.dtd">
<html xmlns="http://www.w3.org/1999/xhtml" >
<head id="Head1" runat="server">
<title>Image Master</title>
</head>
<body>
<form id="form1" runat="server">
<div>
<img src='<%=Page.ResolveUrl("~/MasterPages/Logo.gif") %>' alt="Website Logo" />
<asp:contentplaceholder id="ContentPlaceHolder1" runat="server" />
</div>
</form>
</body>
</html>
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