You have two main choices, the easier option is to alter you SQL query, if you want Name to be FullName:
Select Name as FullName, ...
FROM People FOR XML AUTO, ELEMENTS.
If you choose illegal element names, e.g. with spaces, the SQL Server will use a hex encoding for those, it looks very ugly.
The more difficult option is to use
FOR XML EXPLICIT
--
Joe (Co-author
Beginning XML, 3rd edition)