Fm 12 - How can I include a graphic in an XML document that will be zoomable when converted to HTML5?

I'd like to inc;lude grahics in my help files when authoring them in xml and converting them to Responsive HTML5 web documents.  I'm not sure of the proper way to inc;lude javascript scripts into the XML documents that could be used to make the images zoomable and panable.  Codeblock elements don't seem to work - all that happens is the text of the script is displayed in a font different from the font I'm using for the Help text. Maybe I'm using the wrong elements?  I'm using Framemaker 12. Any ideas here would be greatly appreciated.