$(function() {
    $('h4.alert').hide().fadeIn(700);
    $('<span class="exit"><img class = "img-responsive" src="images/button_close.png"</img></span>').prependTo('h4.alert');
    
    $('span.exit').click(function() {
        $(this).parent('h4.alert').fadeOut('slow');
    });
});