Alan Shearer looks straight into the camera and tells exactly how he wants the public to see him.

'I'm a man of the people, always have been, always will be,' says the England captain in that emotionless monotone of his.

He's advertising a Big Mac but the words appear to be as much about selling the image of Shearer the cheesy folk hero as it is about the delights of fast food.

It took a McDonald's TV commercial to get the message across but that is clearly how he pictures himself. Otherwise he wouldn't have accepted the script.

Yet, at 29, any attempt to make himself adored by more than just the Toon Army may already be too late. There is no doubt he is respected by the general public but that stops short of outright adoration ... despite his 28 goals for England.

The fans prefer their heroes to have more endearing traits than blank-faced professionalism.

They loved Gazza because he had pathos as well as humour. They loved Bryan Robson because he played like an English lionheart, and Nobby Stiles because he had no teeth yet bit like a Jack Russel. They worshipped Bobby Moore's suave, sophisticated unflappability.

They might yet grow to love Shearer if he leads England to triumph in the European Championship, but that scenario, just like his Big Mac script, may be a touch fanciful given the fact that he has failed to score in his last six England games.

There has been the odd moment of controversy - like Saturday's incident with Darren Debono, a very cross Maltese who claims that Shearer deliberately broke his nose - but, in snooker terms, he is more the grey Steve Davis than Whirlwind White.

Shearer has announced that he is retiring from international football after Euro 2000 and is likely to leave the world stage to polite applause rather than rapturous acclaim.

Two of the most respected managers in the game, Lawrie McMenemy and Bobby Robson, believe he deserves better than that.

McMenemy, who gave Shearer his first taste of international football at Under 21 level, said: 'The problem with Alan, in terms of how the public see him, is that he is very focused, very determined to succeed, and he lets little or nothing interfere with that.

'Away from the public eye, he can be as relaxed as the next guy. But, for him, business is business and, actually, he should be congratulated for that.

'He handles himself impeccably most of the time and with great honesty and integrity. These are reasons that he should be considered a great national asset.'

McMenemy, Graham Taylor's former England aide, was manager of Southampton when Shearer moved to Hampshire from Newcastle as a 16-year-old.

He revealed how Shearer had shown his dedication and professionalism at a very early age, long before he hit the big time with Blackburn Rovers and went on to be Newcastle's £15million man.

He said: 'When I was in charge of the Under 21 side during the Toulon tournament, Alan was only 18 and, on trips like that, you see young players together. Some impress, some don't.

I'm talking about off the park and whether they might sneak a few beers, try and break a curfew, get up to some kind of monkey business. But never Alan.

'Even as a youngster, he was motivated by what was right for his body as well as his career. He had all the good habits and that is one reason why he has come through two terrible injuries.

'If he had been the other way, a boozer, a bit of a waster, then he might not have had either the will or the innate fitness to come through.

'So, if it is a problem to be single-minded, then he has that problem. Perhaps he doesn't enjoy the warmth of the public as other, more outgoing players do.

But if he was an American he would be idolised because they go for performance first, personality second. They love winners; anything else is extra to that.

'It is a pity, really, that Alan might not get the adulation he surely deserves for the way he has served his country.

'Maybe he is a bit too worldly-wise, a touch too straight. But that single-mindedness has still made him a man apart - the best striker we have had in a decade. He deserves a place in English hearts for that, no matter what the outcome of Euro 2000.'

Newcastle manager Bobby Robson also accepts that Shearer, once dubbed 'Mary Poppins' by two of his club's directors because of his goody-two- shoes image, may not come across as the life and soul of the party.

But he stressed: 'He captures the imagination of his team-mates. They hold him in such high regard because they know that he would run through brick walls to get goals. He leads by example and is ultra-professional.

'He does have a lighter side. He has a rum sense of humour and he's got that quiet, knowing smile. He is also very considerate to others and does a lot of work out of the limelight for charities.

'He loves his home and his family, dotes on his kids. In fact, he is far more human than the machine you see out there on the park. That is just him with his business suit on. In private, there are few less big-headed or demonstrative than him.

'Alan also loves being part of Newcastle United as much as he loves being an England player. He puts his heart into what he does.

'Every English fan should be proud of him because while he might not always score goals, he does give it everything. For me, that makes him a true man of the people.'