Try
var imgs = document.getElementsByTagName('img'), img, newImg;
var regex = /sale/i;
for(var i = 0; i < imgs.length; i++){
img = imgs[i];
if(regex.test(img.alt)){
var parent = img.parentNode.parentNode;
newImg = document.createElement('img');
newImg.src='new-img';
parent.appendChild(newImg)
}
}