Results of optical absorption, emission experiments on conjugated bridged donor - acceptor (push - pull) molecules in different solvents are reported. Solvatochromic properties of the molecules are analysed and deviations are observed from th usual dye behaviour. By increasing the chain length of the conjugated bridge the lowest energy absorption is only slightly effected whereas the next higher energy transition shifts significantly towards lower energies. An unusual bleaching of the lowest energy absorption is observed upon illumination by UV light that recovers on a long time scale under normal conditions.