In this study we have investigated spectral properties of the luminescence as well as luminescent ability itself of three substitutes of the 2(4-pyridyl)-5-phenyloxazole depending on the parameters of ambience. In the course of this investigation we have revealed some very important peculiarities in the interaction of these compounds with the proton-donor and the proton-aceptor solvents at room temperature which are caused by the electron-donor ability of a substitute. The retardation of rotations in viscous media at room temperatures as well as in frozen polar solutions is indicative of conformation rearrangement of dye molecules. Investigations of the concentration dependence of the fluorescence showed that at low temperatures there occurs the formation of associates that do not appear at room temperatures.