Firstly, what you want to do is _largeImageLabel.text = [_details valueForKey:@"pbvdesc"];
.
Without the .text
what you are doing is using the UILabel pointer to point to a NSString, which clearly does not result in your expected behaviour!
As for the UIImage outlet, what you need is a UIImageView outlet! UIImage is not a view, hence it doesn't have any relation with the interface builder (you can't drag a UIImage in your storyboard, only views can compose interfaces).