Shiny metal thing..you need photoshop 4.x or higher to do this.

Make a 400x 100 image with a black background. Put some text on it

Grab your airbrush(J) set the pressure to 7 and make some dark and light spots,

Now, goto Filter->Sketch->Bas Relief, enter in 13 for detail and 3 for smoothness and make the light direction top right.

With some practice you could make something like this: