[WorM32]

<style>
.img_tovara {
  width: 38px; 
}
</style>
<span class="cvet_tovara">Орех</span>
<br>
<div class="img_tovara"><img src="/img/20a.jpg" width="38" height="38" alt="Орех" title="Орех"></div>
<div class="img_tovara"><img src="/img/19s.jpg" width="38" height="38" alt="Ольха" title="Ольха"></div>
<div class="img_tovara"><img src="/img/18d.jpg" width="38" height="38" alt="Кедр" title="Кедр"></div>

<script src="http://code.jquery.com/jquery-1.11.1.min.js"></script>
<script>
(function () {
var cvetTovara = $('.cvet_tovara'),
    defaultCvet = cvetTovara.text();
$('.img_tovara')
  .on('mouseenter', function () {
    var cvet = $(this).find('img').attr('title');
    cvetTovara.text(cvet);
  })
  .on('mouseleave', function () {
    cvetTovara.text(defaultCvet); 
  });
})();
</script>