A data file can be bulk-imported as large-object data. The image, text and ntext data types were deprecated with Microsoft SQL Server 2005. The replacement data types are varbinary(max), varchar(max) and nvarchar(max) respectively.
To import large-object data, the OPENROWSET BULK clause supports three options that allow you to import the contents of a data file as a single-row, single-column rowset. You can specify one of the large-object options instead of using a format file.
The large-object options are:
Reads the contents of data_file as a single-row, returns the contents as a single-column rowset of type varbinary(max).
Reads the contents of the specified data file as characters, returns the contents as a single-row, single-column rowset of type varchar(max), using the collation of the current database; such as a text or Microsoft Word document.
Reads the contents of the specified data file as Unicode, returns the contents as a single-row, single-column rowset of type nvarchar(max), using the collation of the current database.