According to the 1 H and 13 C NMR data and quantum-chemical calculations, phenyl vinyl ether exists mainly in the s-trans conformation which is characterized by concurrent p-π* interaction of the oxygen atom with both unsaturated fragments. Introduction of two methyl groups into the ortho positions of the benzene ring forces the latter to go out from the vinyloxy group plane, leading to loss of p-π* conjugation with the aromatic ring, enhancement of p-π* conjugation with the vinyl group, and transition of the molecule to s-cis conformation. The 1 H and 13 C NMR data indicated that replacement of both o-methyl groups by tert-butyl makes the s-cis conformer sterically overcrowded even when the aromatic ring is oriented orthogonally with respect to the vinyl group; as a result, conformational equilibrium is displaced again toward s-trans rotamer.I-VI, X = O; IX, X, X = S; I, IX, R 1 = R 2 = R 3 = H; II, R 1 = Me, R 2 = R 3 = H; III, R 1 = R 3 = H, R 2 = Me; IV, X, R 1 = R 2 = R 3 = Me; V, R 1 = R 3 = t-Bu, R 2 = H; VI, R 1 = R 3 = t-Bu, R 2 = Me; VII, R = Me; VIII, R = t-Bu.It was shown previously that stereospecificity of shielding constants of different magnetically active nuclei may be regarded as an effective tool for studying steric and electronic structure of unsaturated heteroatom compounds [1][2][3][4]. The procedure for performing structural studies on organic molecules with the aid of NMR spectroscopy is attractive due to its accessibility and simplicity, for NMR chemical shift is one of the most readily and reliably measurable spectral parameters of a substance. Conformational equilibria in the series of fluorinated aryl vinyl sulfides [5] and selenides [6] were studied previously by analysis of their 1 H and 13 C NMR spectra. In the present study stereochemical relations inherent to 1 H and 13 C shielding constants were used to examine rotational isomerism in the series of sterically strained aryl vinyl ethers having a bulky substituent in the ortho position with respect to the vinyloxy group. Prevalence of one or another rotamer was confirmed by analysis of 1 H-1 H and 13 C-1 H coupling constants in the vinyl group.The 1 H and 13 C NMR parameters of aryl vinyl ethers I-VI, as well as of alkyl vinyl ethers VII and VIII and aryl vinyl sulfides IX and X taken for comparison, are collected in table. As "reference" structure for estimation of the effect of substituents in the aromatic ring on conformational equilibria of aryl vinyl ethers we selected unsubstituted phenyl vinyl ether (I). The steric structure of its molecule is determined by the weight-average torsion angles φ and ψ at the O-C α and O-C i bonds, respectively (structure A).The 13 C NMR spectrum of phenyl vinyl ether (I) revealed pronounced excess shielding of the β-carbon atom in the vinyl group as compared to ethylene (δ C 95 and 123 ppm, respectively), which indicated considerable p-π* interaction in the vinyloxy group [7,8]. Therefore, compound I was presumed to exist as equilibrium mixture of nearly planar s-cis and s-trans conformers (see...