With its 35x Optical Zoom lens, the PowerShot SX40 HS has the telephoto reach to capture subjects a long distance away. At maximum telephoto, however, it can be very difficult to track a moving subject while trying to steady the camera. Zoom Framing Assist is an inventive feature that makes it much easier to use the camera’s powerful zoom lens. When you press and hold the Zoom Framing Assist function button, the camera will automatically zoom out to include a wider angle of view, enabling you to more easily locate your moving target on the LCD screen or through the electronic viewfinder. Once you find it, releasing the button will cause the lens to return to its original telephoto position, intelligently keeping the subject in focus so that you’re ready to shoot and capture the perfect close-up moment.