If you have the source file and 3ds Max you can create these effects using 
shaders. A light map is used to  add shadows and light to a model. The emissive effect simulates glow emitted from the model.
If you don't have the source model try loading the model into Inspector and experiment with the positioning of directional or spot lights (create > light). To see the effects of the custom lights without the default headlight go to view > lighting and turn lighting off. To change the ambient color go to the view > colors menu. In Vizard, use the following to add your model with saved lights and disable the ambient light:
	Code:
	earth = vizfx.addChild('earth.osgb')
vizfx.setAmbientColor(viz.BLACK)
 See the 
lighting effects page for more on lighting.