We present optical photometry and spectroscopy of the nova-like variab
le V795 Her. The emission lines exhibit an extremely complex structure
consisting of several time-variable emission and absorption component
s. We confirm the spectroscopic modulation of 0.1082 d which we attrib
ute to the orbital period of the system. The equivalent widths (EWs) o
f all the emission lines are strongly modulated on this period, showin
g a pronounced minimum around phase 0.5. We associate this minimum wit
h the transit of an absorption feature which drives dramatic line chan
ges, seen as transient double peaks and P Cygni type profiles. The abs
orption depth grows with the excitation level in Balmer and He I lines
, but both the He II lambda 4686 and the metallic lines (e.g. C II lam
bda 4267 and the Bowen blend) are entirely in emission. The centroid o
f the H alpha emission (which is contaminated very little by the absor
ption feature) is delayed by 83 degrees with respect to the high-excit
ation lines. We assume that the latter trace the orbital motion of the
primary, enabling us to define an absolute zero-phase. High-velocity
S-waves are clearly observed in all Balmer lines, with amplitudes of a
bout 1750 km s(-1) and maximum redshift at about phase 0. However, our
high-resolution spectra suggest that these can be separated into two
phased components, with gamma-velocities of similar to +/- 750 km s(-1
) and K similar to 1000 km s(-1), probably formed in accretion columns
on the white dwarf. In addition, the H I cores exhibit the presence o
f low-velocity (K = 268 km s(-1)) S-waves, roughly phased with their h
igh-amplitude partners. On the other hand, our R-band photometry is do
minated by flickering with no evidence for modulation with the orbital
period nor the previously reported 0.1165-d periodicity. Based on the
spectral properties, we propose that V795 Her is a new SW Sex star, o
bserved at intermediate inclination. The complex behaviour of V795 Her
can be qualitatively explained invoking an intermediate polar scenari
o with a synchronously rotating white dwarf.