From Middle English exciten, from Old French exciter, from Latin excitō (“to call out, call forth, arouse, wake up, stimulate”), frequentative of excieō (“to call out, arouse, excite”), from ex (“out”...
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To cause an electron to move to a higher than normal state; to promote an electron to an outer level.
By applying electric potential to the neon atoms, the electrons become excited, then emit a photon when returning to normal.