there are several ways. All involve a net acceleration of charge.
A. Electron bumped to higher energy level, in the extreme case, ionisation, being decoupled from the atom. In this case the electron will drop back down, re-emitting light, but if ionisation occurred the new photon may be rather lower in energy. Even in the non-ionising case, I believe it may be of slightly lower energy because of Doppler effects.
B. Vibration of an ionic bond or intramolecular bonds in a polar molecule - e.g. H2O or CO2 rather than N2 or O2. In this case it may again be re-emitted or perhaps absorbed by intermolecular collisions.
C. Impacting and accelerating an ion. This is why plasmas are effectively opaque - they absorb and re-emit light at all frequencies.
Can't think of any others.