I believe this is a popup, and they commonly have pilot lights for the water heater, get a long lighter, like from Cabela's or somewhere, then stick the lighter deep inside where the red arrow points, light it, then press the knob down to light the pilot, you will see the flame if you are in the right spot, hold it for about 30 seconds to heat the thermocoupler, when you you release the pilot should remain lit.
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