The spectral and optical characteristics of 4,4′ substituted stilbene and diphenylpolyenes were determined depending on the nature of the substituents. It is established that as a result of the dipole-dipole interaction of Van der Waals forces and the entrainment of the electron energies of molecules in the studied compounds, a botochromic shift of the adsorption and luminescence spectra is carried out. It is determined that for 4,4′ substituted arylethylene molecules with protonadonnor substituted groups, high values of the quantum yield of luminescence are observed, which are recommended for their use as fluorescence probes.