Hmmm.. this is interesting:

"Kantian approach" or "duty ethics"by Immanuel Kant
Act in such a way that you always treat humanity, whether in your own person or in the person of any other, never simply as a means, but always at the same time as an end.

VS

"utilitarian approach" or "consequential ethics" Jeremy Bentham
Something is good if it is useful, an that an action is moral if it maximized pleasure among humans.
do the greatest good for the most people
the ends justify the means

hmmm..
i can think of alot of immoral things that humans do that maximizes pleasure among alot of humans..