The photophysical and photochemical properties of p-substitued 2-styryl-ethylbenzothiazolium iodides, possessing different electron-withdrawing or electron-donating groups are described. The dyes were prepared by the condensation of 3-ethyl-2-methylbenzothiazole salts with p-substituted benzaldehydes. The synthesis of suitable substrates is presented as well. We describe here the absorption, emission spectra and the luminescence quantum yield of hemicyanine dyes (SH) measured in 11 different organic solvents of varying polarity. Molecular structure of the synthesized dyes was established by (1)H NMR, electronic absorption and fluorescence spectrometry. The spectral data confirmed that all the compounds exist in E-configuration of their styryl residues. The planar molecular conformation is typical for the compounds with five-membered side aromatic moieties (for example benzothiazole). The compounds possessing N-alkyl substituent in phenyl ring, in contrast to the compounds with other substituents, exhibit low fluorescence quantum yield in THF solution. This indicates that for N-alkyl derivatives the non-radiative processes are much more effective than the radiative ones. The electronic absorption and fluorescence emission spectra of tested dyes demonstrate high sensitivity to the nature of substituent introduced into the aromatic ring.