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We calculate the independent helicity amplitudes in the decays B --> K^*ell^+ ell^- and B --> rho ell nu_ell in the so-calledLarge-Energy-Effective-Theory (LEET). Taking into account the dominantO(alpha_s) and SU(3) symmetry-breaking effects, we calculate various Dalitzdistributions in these decays making use of the presently available data anddecay form factors calculated in the QCD sum rule approach. Differential decayrates in the dilepton invariant mass and the Forward-Backward asymmetry in B--> K^* ell^+ ell^- are worked out. We also present the decay amplitudes in thetransversity basis which has been used in the analysis of data on the resonantdecay B --> K^* J/psi (--> ell^+ ell^-). Measurements of the ratios R_i(s)equivalent to d Gamma_{H_i}(s)(B --> K^* ell^+ ell^-)/ d Gamma_{H_i}(s)(B -->rho ell nu_ell), involving the helicity amplitudes H_i(s), i = 0,+1, -1, asprecision tests of the standard model in semileptonic rare B-decays areemphasized. We argue that R_0(s) and R_{-}(s) can be used to determine the CKMratio |V_{ub}|/|V_{ts}| and search for new physics, where the later isillustrated by supersymmetry.Comment: 42 pages, 30 figures (requires epsfig,psfrag), corrected sections 6  and 7, compared the results with data and other model estimates, added  several reference

Helicity analysis of the decays $B \to K^* \ell^+ \ell^-$ and $B \to \rho \ell \nu_\ell$ in the large energy effective theory