update ARTIKEL
set BESCHREIBUNG = replace(BESCHREIBUNG, 'aktion_discount_rabatt.gif', 'new string')
where BESCHREIBUNG like '%aktion_discount_rabatt.gif%'
Ugh (nicht gut!). Convert the ntext to nvarchar(max) as soon as you reasonably can.
update ARTIKEL
set BESCHREIBUNG = replace(cast(BESCHREIBUNG as nvarchar(max)), 'aktion_discount_rabatt.gif', 'new string')
where cast(BESCHREIBUNG as nvarchar(max)) like '%aktion_discount_rabatt.gif%'