Hi:
Unfortunately, the service manual provides very sketchy info about the BIOS setup menus in your notebook and I don't have a 4510s.
So, I will have to ask some questions...
1. Is USB Legacy Mode enabled?
2. Is there a USB boot option to enable or select in the BIOS?
If there is, you may want to start the PC without the USB flash drive in the port.
At the HP welcome screen tap the F9 key and then insert the USB flash drive, and see if it will show up on the list of bootable device options.
If that doesn't work, then I don't have any other ideas for you to try.